MAXAM Tire is a well-known industry leader in the specialty tire manufacturing and distribution business. From a product standpoint, their reputation preceded them both inside and outside of the U.S. Sprout Viz was engaged to help them communicate that expertise via their online presence.

As with any CGI-focused project, we first requested all of the existing CAD files for the relevant tires. The auditing process is our chance to assess — and really ask detailed questions — about what we’re working with. Discovering and mitigating any CAD issues at the outset is essential for producing well-built, high-fidelity CAD assets efficiently downstream.

After producing successful first-in-series images, we turned to the client with questions that would allow our visualization artists to better understand what makes an image of a tire different than an image of a MAXAM tire. Does this logo placement reinforce the brand best? Can we remove some of the seam lines on selected tires? How does the steel band on the inside of this tire look?

During the course of the project, we helped them with more than just the requested renderings: we updated their CAD, created color explorations, and provided the creative direction needed to develop a collection of digital assets that anticipates future needs. If their brand or product strategy shifts down the road, we’ve given them the tools to be able to adjust as needed. Since project completion, MAXAM’s online sales (and our partnership with the brand) have increased tremendously.