17/06/2026
What another great journey it’s been working with the Continental team () on their epic new ‘Grip that Lasts’ campaign 🙌🏼
The creative challenge? Visually showcasing how Continental’s tires are built for ultimate durability, no matter the conditions or whether it’s session #1 or #111. We designed the production to keep the tire dead-center and in absolute focus while the world rapidly changes around it; capturing the feeling of a relentless, long-distance ride that refuses to wear down.
To pull it off, our production team packed up for an unforgettable UK road trip. Here is a look at how we brought it to life:
🏔️ The ultimate route: Identifying locations that were as different from each other as possible, travelling from the rugged fells of the Lake District down through the heart of Wales to tackle steep mountains, rolling hills, and sandy beaches all in one trip.
☀️ ☔️ Chasing the elements: Shooting through the full mix of unpredictable UK weather, embracing the mud, rain, dust, and sunshine to show the tire handling it all.
🎥 BTS of the ‘day in the life of a tire’: Pitching tents and setting up campfires to capture the full multi-day bikepacking experience, even when the wheels stopped turning.
Watch the video and experience the ride for yourself (again, and again, again..) with BTS footage coming soon… 👀
