TBWA\Paris documents folk from Mercedes-AMG, IWC Watches, Vuarnet sunglasses, a composer and a Michelin starred restaurant
The car, its engine and its tyres all affect the performance and the experience but when you dig deeper, when you speak with true enthusiasts, you understand that there’s so much more.
Each episode of this six-part web series is a side-by-side profile piece focusing on a craftsman outside Michelin – at Mercedes-AMG, IWC Watches, Chapal leather goods, Vuarnet sunglasses, the composer Prequell, Ecco (a Michelin starred-restaurant in Zürich) – and one of the myriad of professions inside Michelin.
The result is a captivating look at the values such as empathy, technical skills, rigour, precision and commitment to quality shared by these talented craftsmen. Their commitment to excellence is omnipresent and this applies to them all, from a master watchmaker to a tyre mould maker.
Check out the series in the below playlist.
Each excels in his or her domain, creating the small details that make up a perfect driving experience. Whether it’s a driver’s favourite watch, a favourite leather driving jacket and the sunglasses that are always worn when out for a drive, or the music that becomes the soundtrack to memorable journeys; the perfect driving moment is composed of countless details.
In Every Gesture Counts, Michelin focuses on the master craftsmen and skilled workers who produce these things. We go behind the scenes in their studios and workshops and spend time with them to discover the passion that motivates them to create products that complement and enhance the driving experience.
The web series will be released on the MICHELIN YouTube channel on March 2017 and on the website.