The 8,000 Bus Problem

My Role - Director · Producer · Editor. I led the project from creative concept through final delivery — developing the first-person POV approach, directing the shoot on location in Beijing, and editing the final film.

The Brief - Michelin supplies tires for over 8,000 public buses operating across Beijing. The brief was to communicate the value of their TTMP platform — a tire management system that centralizes condition monitoring, automates inspection workflows, and feeds optimization data back to management — to fleet directors and depot operations staff. A technical product for a technical audience, with no room for vague brand messaging.

The Approach - Rather than a conventional product demo, we placed the camera in the perspective of the fleet manager. The film opens from the manager's point of view — entering the depot, moving through the workflow, seeing what TTMP surfaces at each stage. First-person framing was a deliberate creative choice: it creates immediate identification for the target viewer without asking them to imagine themselves in the scenario.

This structure also solved a narrative problem. TTMP serves multiple roles simultaneously — depot inspectors, station managers, and central operations — each with different information needs. Anchoring the story in a single moving perspective let us show how each layer of the system connects without fragmenting into a feature list.

The Result - Distributed across Michelin China's B2B sales and partner communications. The first-person structure was praised by the client for making a technically dense product feel intuitive — achieving clarity without oversimplifying what the system actually does.