GOODYEAR | 3D Visualising | McCann Bristol

GOODYEAR | McCann Bristol

This dynamic 3D render was developed as part of a conceptual pitch for McCann Bristol, playing a pivotal role in their successful campaign proposal for Goodyear. The brief called for something visually striking that would merge technical credibility with bold brand expression — and this piece delivered just that.

The concept explores the intersection of form and function by embedding custom typography directly into the tyre tread — a nod to Goodyear’s legacy of innovation and forward momentum. Rather than relying on conventional product imagery, this approach reimagines the tyre itself as a message carrier, giving a physical voice to the brand and offering a unique take on product storytelling.

The process involved intricate displacement mapping to carve the custom type into the tread surface with absolute precision — a technique that added both visual weight and subtle complexity. Particular care was taken to retain the structural integrity of the tyre profile while still achieving crisp, legible lettering from multiple viewing angles. Paired with clean lighting and a minimal background, the result feels sleek, high-end, and unmistakably confident.

Rendered using V-Ray, the visual combines sharp material fidelity with soft shadows and reflective surface detailing to create a studio-polished finish. The restrained white environment keeps the focus where it belongs — on the product and the story it’s telling — while the shadow play hints at rotation and motion without relying on overt effects.

Though the piece was created as part of a pitch, it stands as a strong example of how conceptual 3D can push brand communication into bold new territory. It’s a showcase of not only execution but also creative thinking — a reminder that even the most practical product can be a canvas for brave, memorabl