Michelin is one of the most recognized tire brands in the world, but their social media made them feel more like a car dealership promoting the latest Toyota or Tahoe. I shifted the focus to what really matters—people’s experiences and the peace of mind that comes from not having to think about your tires. I developed social content and experiences that connected with both die-hard enthusiasts and everyday drivers, including moms and dads focused on keeping their families safe on the road.