FIRESTONE: DESTINATION COUNTRY MICROSITE
THE CHALLENGE
Firestone wanted to strengthen its connection with younger country music fans while staying true to its century-old heritage with the genre. The brand needed a fresh, authentic way to prove it still had a place in the soundtrack of the American road.
THE IDEA
We launched Destination Country—a nationwide road trip pairing three influential Instagram photographers with routes shaped by fans. Their mission: capture the essence of country music, from historic studios to rural backroads, all on Firestone tires.
MICROSITE
A microsite and the hashtag #DestinationCountry turned the campaign into a two-way journey, inviting fans to submit their own country music stories for a chance to win festival passes—extending the campaign beyond the road trip.
RESULTS
With a combined reach of 1.2M followers from the featured photographers, the campaign drove thousands of fan submissions, boosted engagement across social channels, and positioned Firestone as the brand that keeps country music moving forward.
ROLE
As Senior Art Director, I co-led the concept and execution, guiding the creative vision across digital, social, and experiential touchpoints while collaborating closely with strategists and designers.