The Brief

Michelin is a global leader in tire innovation, known for engineering products that perform in the most demanding environments. For this campaign, Michelin set out to showcase its Earthmover XD3 tire technology by telling an authentic story from the perspective of a mine operator working inside an active mining site.
This concept required more than strong visuals. It demanded experienced production leadership, local expertise, and the ability to execute safely and efficiently in an unpredictable industrial environment. The shoot took place in British Columbia, Canada, where active mining operations, safety regulations, and environmental conditions required precise coordination.

The Global Media Desk Approach

Location access and permitting were critical to the success of this project. Our in-house Media Producer worked directly with local authorities in Princeton, British Columbia to secure approvals, align safety protocols, and reduce risk on the day of production.

To capture the scale and intensity of the operation, our vetted local crews deployed multiple camera setups, including aerial cinematography and time-lapse systems. Every technical decision was guided by the creative brief and overseen by our production team to maintain visual consistency and brand alignment throughout the shoot.