munich-based photography studio mierswa-kluska was recently commissioned by the goodyear dunlop brand to develop a
photographic series which expresses the key characteristics of the company’s product line. conceived under the art direction of carl elkins,
‘treadwear’ alludes to goodyear’s commitment to producing tires which are strong, robust and provide protection under various driving conditions.
elkin depicts these main properties by transforming the industrial tires into fashionable armour.
costume design & postproduction: carl elkins at mierswa-kluska
hair & make-up: susan voss-redfern
agency: anzinger / wüschner / rasp