Winter tyres, a coastal road, and scallops straight from the sea.

Creator campaign · Film · Photo · Bergen and Øygarden · Autumn 2026

The brief. Michelin Nordic asked creators to show The Real Nordic Winter: not just snow, but roads and weather that never stand still. They wanted a personal journey, with Michelin as a natural part of it.

What we did. BMGMT wrote the concept and shot it in one day on the west coast. Hedda, a trained mechanic and rally raid driver, starts in the workshop fitting Michelin winter tyres on a Defender, then drives out to Øygarden in whatever weather the day brings. There she meets chef Christopher Haatuft and follows fresh scallops from the sea back to his restaurant Lysverket in Bergen, all the way to the plate. Delivered: a hero reel, a product carousel, stories and a full set of stills.

Outcome. Michelin approved the first cut without a single change and asked to run the film in its own channels too. It went live in week 43 as part of #RealNordicWinter.