To highlight an already successful, but radically redesigned product, WTB needed a separate web presence for their updated Weirwolf tire. They were looking for a site that maintained the tire’s brand identity already established through advertising, while allowing them to dive deeper into the product features and benefits. We created a “living ad” microsite by using the same graphics from their print ad campaign, integrated deeper features and benefits information, and added video of mountain bike legends discussing the tire’s creation. The end result was a lauded site and tires flying off the shelves and onto trails.