Altered Canvas

One shoot, built to do more than one job.

The bottom line up front: Continental and Fate and Fervor shared one shoot. It launched the group's magazine and Continental's TKC 70 Rocks campaign. The photos were used for years.

The question: what if one adventure ride could launch a magazine and a tire line at the same time?

01See: two launches at once

Fate and Fervor, a Denver mountain lifestyle media company, was launching a quarterly magazine about backcountry adventure. Continental was launching the TKC 70 Rocks, an in-between tire that sits next to the TKC 70 and the famous TKC 80. The Rocks was the big push. Both sides needed the same thing: adventure content that looked like adventure, not like an ad.

02Align: work together on the ride

Continental worked with Fate and Fervor instead of making a separate campaign. Fate and Fervor did the shoots and brought its creative power. The group got content for its launch, and Continental got material to build a tire campaign on.

Coordination of the whole thing ran through me, start to finish.

03Execute: a short film and a feature

The result was a short adventure film, Altered Canvas, and a companion feature in the first Fate and Fervor print issue, Volume .5. The film runs 2 minutes 44 seconds. Riders cross dirt and tarmac, through mountains and snow, with drone shots and a highway tunnel. The end card points to the full story in Volume .5.

04What it did

Continental's U.S. motorcycle team posted the film on Facebook with the line that the team at Fate and Fervor "take adventure rides to the next level in their short film: Altered Canvas." It was shared under #TKC70Rocks and #TKC80. Filming used all three tires, but the shoot featured the TKC 70 Rocks. The photos from the shoots were used for years, across many videos and posts.

One overlook photo, two Continental placements

TKC70 Rocks, the big push

Photos by Brian Brown and Todd Williams for Fate and Fervor, made for Continental. Posts are on Continental's U.S. motorcycle Instagram, @contimoto.america.

05What I would do differently

The video was never easy to chop up. A large-scale production is hard to cut into smaller pieces, so each new use took more work than it should have.

06What I learned

The partnership worked, and the photos kept paying off. After this, the priority became shooting video that can be cut into many uses, instead of big productions that are hard to resplice. Afterward the team leaned on stills, then on motion graphics and animation, which live on Instagram and Facebook. See what each side needs, align on one shoot, then execute so the work can be reused. The same approach ran through Because You Asked.