BFGOODRICH G-FORCE PHENOM T/A

Global Launch Campaign

ROLE

ECD / CD

AGENCY

SixSpeed

Amp

TEAM

Grant Parsons

Paul Shively

Ryan Johnson

Kelly Gilpatrick

Nick Spaeth

David Kania

Tom Sebanc

Mike Menne

TEAM

Sweatpants Media

Larry Chen

Dino

Alastair

DATE

2025

BFGoodrich asked us to launch the G-Force Phenom T/A with a global campaign that re-established BFGoodrich as a two-pillar enthusiast brand that would appeal widely to the global enthusiast market.

We answered with an integrated campaign that tapped into a universal truth of our audience, cars are a canvas for self-expression.

Racers and track drivers build their cars as precisely as possible as a demonstration of their high-performance skill set behind the wheel.

Others modify their cars to be as flashy and eye-catching as they hope to be themselves.

Lovers of classic cars show, through their vehicle, that they prefer tried and true methods, no bells and whistles, and appreciate power in its rawest form.

Some builders even like to show that performance can exist without the flash.

We Aren’t Stock spoke on behalf of all builders who embody this truth by celebrating how people express themselves through their cars, all while positioning the G-Force Phenom T/A tire as essential equipment for self-expression.