MAXXIS TYRES
A broadcast campaign that made a global tyre brand feel Australian proven, told through the rider who put in the laps.
Maxxis makes off-road motorcycle tyres tuned and tested for Australian conditions. A1 Accessories, the Australian distributor and an official MX Nationals partner, commissioned the campaign to put Maxxis in front of riders here as a brand built for local terrain, not a generic global spec dropped into the market.
Maxxis had been on the market for years with a well-received product and no major story behind it. The brief was brand awareness for the Australian market, ready to run across the motocross season. The strategic problem sat underneath: Australian riders trust what's been tested in Australian dirt. The campaign had to earn that trust on screen, on a tight production before the season started in early 2026.
We built the film around the development story. Todd Waters, a long time pro and team owner known to be a Maxxis development rider, doing the unglamorous work of testing lap after lap until the tyre is dialled in. The camera language tracked the same arc, starting loose and uncertain as grip is hunted, settling into precision as the tyre comes good. A hero broadcast and YouTube cut, broken into social clips, all built to cut through with real weekend warriors.
"Can’t believe how much you packed into this 45 sec edit. I genuinely didn’t want it to end. So rad."
BRAND PARTNERSHIPS - A1 ACCESSORIES
Australian riders trust what's been tested in Australian dirt, so we built the film around the development story Maxxis already had. Todd Waters, a long-time pro, team owner, and Maxxis development rider, doing the unglamorous work of testing. Lap after lap, surface after surface, the slow grind of hunting grip and tuning compounds until the tyre performs.
The brief asked for brand awareness on a tight production window before the 2026 season opened, which meant the story had to be self-contained in a single day, visually distinctive and authentic about the grind. We invented an approach that delivered the broadcast finish on a small footprint. One pro, one location, one day, and a camera language that tracked the arc of the testing itself, starting loose and uncertain as grip is hunted, settling into precision as the tyre comes good.
We really left it all on the track for this shoot day. Except for the dirt stuck in our eyes, ears and clothes. This shoot day was a gift for conditions, we tried to squeeze in every frame we could. Thanks to QMP in Boonah, QLD for their incredible support on the day.
Related
