Aspects of Ambition aimed to further define Yokohama Tire's role in motorsports by shifting the story from product capability to human ambition, using racing culture as the emotional engine for brand meaning and modern relevance.
The work needed to go beyond highlighting Yokohama’s partnership with Porsche Motorsports and explore a deeper truth: ambition is not a single moment of victory, but a series of disciplined, often unseen decisions that define who you become.
Overall, the agency and Yokohama teams set out to do three things:
Aspects of Ambition is a cinematic short-form series developed by Charts+Darts for Yokohama Tire in partnership with Porsche Motorsports. Spanning eight episodes and eight supporting pieces of content, the series highlights the human drive behind racing, from grassroots grit to championship-winning ambition.
Shot over 24 production days across five locations—including 17 days at Sebring and 4 at Circuit of The Americas—the series blends on-track intensity, intimate interviews, and stylized visuals captured at the Porsche Experience Center, Thermal Club, and a custom-built set inside one of our agency owner’s garages.
Months of post-production transformed hours of raw footage into a bold brand platform. This series is rooted not in product features, but in purpose. Aspects of Ambition connects Yokohama’s racing legacy to the emotional intensity of its drivers, delivering a powerful message: ambition takes many forms.
The series quickly became the best-performing program in brand history, driving significant brand impact and reinforcing Yokohama’s belief that motorsports is a proving ground for innovation. While the work garnered 9.9M impressions, 4.3M engagements, 8.3M video views, and 810 user-generated stories on a very limited budget, the response from online communities, athletes, partnership teams, race staff, and beyond proved that Yokohama Tire further embedded its name and legacy in the hearts of drivers of all kinds.
