white riversBad Road Buddies — 50 videos in 50 days
The brief
Tyres are a low-interest category. Apollo wanted riders to feel something for the brand.
The idea
We repositioned Apollo as a symbol of the rider’s spirit — uniting strangers on the road as trail buddies, with a new short film every day for 50 days, shot on location in Leh.
The outcome
50 films. 50 days. One riding community.