Michelin Passion Experience

October 13, 2022

Michelin Passion Experience 2022: A Premier Motorsport & Gastronomy Immersion at Yas Marina, Abu Dhabi

Michelin Passion Experience. RightNow Production

The MICHELIN PASSION EXPERIENCE 2022 returned this September after a two-year pause, hosting an exclusive, invitation-only event that seamlessly blended motorsports, electric mobility, and gourmet dining. Held at the iconic Yas Marina Circuit in Abu Dhabi from September 5 to 16, 2022, the event welcomed approximately 500 guests from Michelin’s East Asia, Australia, Middle East, and South Africa regions

It was a high-paced, collaborative production that reflected both the scale and excitement of the event — and an incredible opportunity to document Michelin’s passion in motion.

Our Role: Capturing the Experience

Our team was proud to be part of this extraordinary project by leading the full video production for the event.

Over the course of two intensive weeks, we produced more than 15 tailored video recaps, delivering a new highlights video each day for the incoming group of participants.

Each daily video captured the energy, activities, and key moments of the experience — from supercar driving and e-mobility test drives to cultural performances and Michelin-level cuisine. Fast turnaround and same-day editing ensured every guest group received a polished, customized recap of their experience within hours.

What Made the Event Unique

Formula Simulator Workshop — Letting guests feel the thrill of being a pro Formula driver
Porsche 718 Cayman Driving Experience — Fitted with Michelin Pilot Sport 4S tyres for track-ready handling
EV Test Drives in Tesla Model Y — Featuring Michelin’s Pilot Sport EV, built on their Formula E legacy
Hot-Lap Rides with Pro Instructors — A heart-pounding passenger experience on Yas Marina Circuit

The event welcomed over 500 VIP participants from more than 15 countries, including:

Thailand
Malaysia
Indonesia
Vietnam
Australia
South Korea
Japan
And more…

Every 1–2 days, a new group of international guests arrived — from automotive journalists and Michelin partners to influencers and industry leaders — each offered a bespoke experience carefully tailored for their region.

A Benchmark in Brand Experience

Michelin Passion Experience is more than a customer event — it’s a model for how international brands can create meaningful, emotionally resonant experiences that combine performance, culture, and storytelling.

By merging real-time media production with diverse guest journeys, Michelin created a campaign that lived both on the track and online, engaging audiences far beyond the event itself.