NASCAR Drivers

Fans don’t just watch cars, they connect with the drivers. To engage new audiences to watch NASCAR while keeping the current fan base engaged, this campaign focused on the insider thoughts of the challenges each track in the race has.  Inspired by Annie Leibovitz’s intimate portrait photography, I paired candid interviews with dynamic B-roll of the race, giving fans a personal look at the drivers' skills and determination. I also highlighted the unique challenges of each track, breaking the myth that NASCAR is just cars going in circles, and offering a deeper, more exciting view of the sport for the newbies coming into the sport.​