3D Visualising | Dunlop tyres

The Spare Tyre Project | Dunlop Tyres

Originally developed for a McCann Bristol campaign that was ultimately shelved, this project evolved into The Spare Tyre Project — a fitting name for a concept that became spare yet too good to abandon. It became an opportunity to explore form, weight and drama in a stylised, controlled space. Particular attention was given to surface realism, including the use of displacement mapping to capture intricate tyre tread detail — a technically demanding process that proved as challenging as it was rewarding. The result is a bold, sculptural study in motion, light and texture, born from a discarded brief but finished with purpose.