BFGoodrich Tires is launching a global brand campaign called “Your Next” — part of the brand’s successful creative platform, “What Are You Building For?” The storytelling campaign focuses on car builders and overlanders pursuing their passions and representing the BFGoodrich community. 

“Our community lives life with a ‘built, not bought’ mindset that makes them uniquely capable of taking on the toughest of challenges,” said Jordan Tucker, global director of marketing for BFGoodrich Tires. “We’re excited to share a campaign that celebrates BFGoodrich Tires’ enablement of our consumers’ adventures.” 

The digital-led campaign is based around two short films shot in Australia and California.

The first short film, "Preserving the Trail for the Next Generation," follows an overlanding trip through the Australian outback, showing enthusiasts on adventures enabled by BFGoodrich Tires and practicing tread lightly principles. Acclaimed adventure photographer Jeff Johnson accompanied the Australian team and captured the images featured in the campaign.

The second short film, "The Next Generation of American Muscle," features fabrication expert Rodger Lee of Ironworks Speed and Kustom in Bakersfield, Calif. This film is aimed at the builder community and follows an aspiring young mechanic mentored by Lee through the restoration and modification process.

BFGoodrich worked with AMP Agency on the campaign, which will appear across streaming and social channels in the U.S., Canada, Europe, Mexico, Australia, Africa and East Asia.