In a departure from it’s usual campaign tactics (see: here and here), Renato Montagner, Pirelli’s creative director, has approached Brooklyn-based tattoo artist Scott Campbell for their latest project. While it may seem a bit of a strange pairing, Campbell argues in the behind-the-scenes video above (entitled “All That’s Gold Does Not Glitter”) that the collaboration makes perfect sense as both he and Pirelli are both known for creating handmade products and he’s also able to relate to the craft having spent a considerable amount of time riding dirt bikes while growing up outside of New Orleans. In addition to a hand-carved tire, Pirelli also asked the artist to design a customized, limited edition biker jacket, both of which are slated to be released alongside its annual calendar. – Adrian Brinkley
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