PROJECT NAME

Trail-Terrain T/A+ Global Launch Campaign

ROLE

VP, GROUP CREATIVE DIRECTOR

AGENCY

amp

TEAM

Tom Sebanc

David Kania

Joel Bratsch

Shan Fletcher

Nick Spaeth

Cullen Bode

PARTNERS

Cameron Thuman

Native Four

Will

DATE

06.10.2026

As VP, Group Creative Director, I led the global launch of the BFGoodrich Trail-Terrain T/A+, a new all-terrain tire designed to expand the brand’s reach beyond hardcore off-road enthusiasts to a growing audience of SUV and crossover owners. Through research, we uncovered a simple insight: people don’t want a vehicle that might—they want one that can.

In a cultural moment increasingly defined by preparedness, self-reliance, and practical adventure, we positioned the Trail-Terrain T/A+ as the tire for “practical escapists” who value capability not for everyday use, but for the freedom and confidence it provides. This led to the global campaign concept, "Meant For More," which reframed all-terrain performance as an enabler of possibility rather than extreme adventure.

The resulting campaign established a scalable foundation for product marketing, dealer activation, retail communications, social content, and future portfolio growth while helping expand the BFGoodrich Terrain Family into a growing global category.