Role: Creative Direction, Design, Photography, and Animation
Client: In-house work for NASCAR
Objective: The goal of this project was to create promotional graphics and content for NASCAR’s social media channels to share as a part of the Kids Drive NASCAR campaign throughout the course of three weeks.
Moving away from a traditionally darker brand, creative choices for tune-in graphics, web banners, animated in-race Flag communication took on a new look using the yellow and blue colors that make up NASCAR's Acceleration Nation brand. Additional conversation pieces were created to spark engagement on social media and support the following company partners: M&M, NBC, MACK, and friends at LEGO.
Results: The Kids Drive NASCAR campaign found success with conversation pieces that tapped into multi-generational elements among younger demographics and adult fans. Creating a nostalgia factor with the use of a LEGO build and toy cars created conversation among fans and peaked interest around the upcoming races. Using M&Ms as creative element provided an opportunity to have M&M utilize our content on their channels to cross-promote the race to potential fans. Including sponsors in creative elements helped strengthen partner relationships while assisting promotion of a New Mack truck product rollout that also felt organic on fan timelines.
Communication with Partners and Budget Manager: Senior Manager, Brandon Garcia (Partnerships & Engagement)