Destroying Perfectly Good Racecars
ESPN needed to reimagine how NASCAR was marketed to the public. In the past, its campaigns had focused on humor, speaking in the same voice it uses to promote baseball, or March Madness — but Nascar is a fundamentally different animal.
Whereas in popular culture the sport had become a sort of punchline - a mascot for redneck jokes and low-brow stereotypes of the south - GrandArmy saw that there was a much deeper passion amongst its core fan base. We wanted to show the world NASCAR in a way they’d never imagined it, the brutality, madness, and love that it burns like fuel.
Creative Direction: GrandArmy
Creative Direction: Phil Chang
Creative Direction: Keiji Ando
Print, Film, Campaign, Sports