The South of France provides the backdrop for Goodyear's SUV tyre video
The streets of Montpellier and the Callanques mountain range provided an alluring and dramatic scene-setter to test the camera-work in DriveTribe's latest sponsored video. Filmed on behalf of Goodyear Tyres, the video was directed and produced in collaboration with Richard Hammond's Chimp Media, using a host of high production cameras, drones and an oh-so Mediterranean Alfa Romeo Stelvio.
The video, which has been produced in two parts, featured the interplay between DriveTribe's resident Engineering nerd, Mike Fernie, and regular contributor, Tribe Leader and Social Media Influencer, the Gentleman Racer, aka Tom Howard. Fernie describes the technical wizardry and knowhow that goes into the making of the specialist tyre, filming on location at Goodyear's South of France proving circuit near Mireval. As he waits patiently for the Gentleman Racer to arrive at the circuit, our somewhat refined and leisurely Racer takes time to enjoy the local mountain ranges vineyards and street side cafe's.
Since DriveTribe kicked off the commercialisation of its platform in April this year, it is fast developing an impressive roll-call of global destinations for sponsored video. Early shoots have graduated from European locations like Spain, France, Finland and Germany to more far-flung places like the USA, Canada, Malaysia, Mexico and Namibia. In most cases DriveTribe has called on its ability to pluck presenters from the mix of celebrities and Social Media influencers that regularly contribute to the platform.
Jonathan Morris, CEO for DriveTribe describes DriveTribe's content production capabilities as "building on our particular ability to authentically integrate content into targeted communities. It is a model in which video and other formats are contextual to the environment in which they're placed, informing and entertaining both broad and niche interest groups. We also use our specialist knowledge of social media to make a dozen or more different edits, drawing out features that work with particular channels or audience viewing habits".