When Goodyear unveiled its TECH-ADJACENT Tire technology at CES 2024, THEY WANTED TO MAKE An IMPRESSION. the brief was clear. Create an immersive experience that could cut through the noise, communicate innovation, and connect the technology to Goodyear’s legacy of engineering leadership.

I led a motion design team to execute a semi-interactive 3D/2D experiential installation built to command attention on the show floor. The experience paired perspective-driven panoramic screen content with a sculptural wireframe vehicle, creating a physical and digital system that responded in sequenced time to the interactive tire data. Motion, spatial design, and narrative sequencing worked together to translate complex technology into something intuitive, kinetic, and memorable.

The result was an experience that did more than showcase new tech. It positioned Goodyear as both forward-looking and deeply rooted, using motion and interactivity to turn innovation into something you could see, feel, and understand in seconds.