This project shows what’s possible when creativity meets data. With Wheeldoctor, we were able to tell stories that emotionally engage, entertain and convert – and that’s exactly what the h1gh Performance Framework was made for.
David Krusche
CMO
This project shows what’s possible when creativity meets data. With Wheeldoctor, we were able to tell stories that emotionally engage, entertain and convert – and that’s exactly what the h1gh Performance Framework was made for.
David Krusche
CMO
Wheeldoctor, the go-to expert for high-quality rim repairs, partnered with h1gh to launch a bold and emotional brand campaign under the motto “Curb rash? Wheeldoctor!” Through the full application of our h1gh Performance Framework, we developed a campaign that not only positions Wheeldoctor as the first point of contact after a rim incident – but also establishes a deeper emotional connection to everyday driving situations. We moved through all six phases of the framework, from AI Emotional Mining to continuous optimization – and are now actively scaling the campaign in Phase 6.
Wheeldoctor, the go-to expert for high-quality rim repairs, partnered with h1gh to launch a bold and emotional brand campaign under the motto “Curb rash? Wheeldoctor!” Through the full application of our h1gh Performance Framework, we developed a campaign that not only positions Wheeldoctor as the first point of contact after a rim incident – but also establishes a deeper emotional connection to everyday driving situations. We moved through all six phases of the framework, from AI Emotional Mining to continuous optimization – and are now actively scaling the campaign in Phase 6.
Creative Production & Challenges
Bringing Real-Life Chaos to the Screen
The campaign’s creative execution demanded a cinematic level of production: Two fully storyboarded and scripted short films were shot with professional actors, children, extras, and multiple sets. h1gh led the entire video production process in-house – including concept development, location scouting, shooting, and post-production. The first story features a young man distracted by his date’s appearance, accidentally scraping his rim against the curb in front of her eyes. The second portrays a stressed mother being pulled in all directions by her kids on the backseat, ultimately causing her to scratch the rim while trying to restore order. These high-emotion scenarios not only raised awareness of a common everyday problem – but did so with humor, realism, and brand clarity. The punchline in both: “Curb rash? Wheeldoctor!”
Creative Production & Challenges
Bringing Real-Life Chaos to the Screen
The campaign’s creative execution demanded a cinematic level of production: Two fully storyboarded and scripted short films were shot with professional actors, children, extras, and multiple sets. h1gh led the entire video production process in-house – including concept development, location scouting, shooting, and post-production. The first story features a young man distracted by his date’s appearance, accidentally scraping his rim against the curb in front of her eyes. The second portrays a stressed mother being pulled in all directions by her kids on the backseat, ultimately causing her to scratch the rim while trying to restore order. These high-emotion scenarios not only raised awareness of a common everyday problem – but did so with humor, realism, and brand clarity. The punchline in both: “Curb rash? Wheeldoctor!”
Strategic Approach
Our collaboration followed the 3 phases of the h1gh Performance Framework – from insight to execution to scale.
Phase 1 – CoreSense: We kicked off the project with a deep strategic dive, combining brand analysis and AI-supported Emotional Intelligence Research. Our goal: to identify high-impact emotional triggers around everyday driving stress. This groundwork uncovered key scenarios that fuel anxiety, tension, and vulnerability behind the wheel – forming the emotional backbone of our campaign. Phase 2 – Creatives: From insight to emotion: we translated our findings into compelling storytelling concepts. Two short films brought real-life driving chaos to the screen – one featuring a date night gone hilariously wrong, the other a frantic school pickup. Every visual, every scene was optimized for emotional resonance and memorability. Phase 3 – Performance Engine: We launched a full-funnel performance marketing setup across Meta and Google Ads, built with precise tracking, segmented audiences, and real-time testing loops. By continuously analyzing creative performance and emotional response, we scaled what worked – sharpening visuals, refining copy, and driving measurable uplift in engagement and brand recall.
Strategic Approach
Our collaboration followed the 3 phases of the h1gh Performance Framework – from insight to execution to scale.
Phase 1 – CoreSense: We kicked off the project with a deep strategic dive, combining brand analysis and AI-supported Emotional Intelligence Research. Our goal: to identify high-impact emotional triggers around everyday driving stress. This groundwork uncovered key scenarios that fuel anxiety, tension, and vulnerability behind the wheel – forming the emotional backbone of our campaign. Phase 2 – Creatives: From insight to emotion: we translated our findings into compelling storytelling concepts. Two short films brought real-life driving chaos to the screen – one featuring a date night gone hilariously wrong, the other a frantic school pickup. Every visual, every scene was optimized for emotional resonance and memorability. Phase 3 – Performance Engine: We launched a full-funnel performance marketing setup across Meta and Google Ads, built with precise tracking, segmented audiences, and real-time testing loops. By continuously analyzing creative performance and emotional response, we scaled what worked – sharpening visuals, refining copy, and driving measurable uplift in engagement and brand recall.
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