I’ll be honest—I’ve never been a NASCAR guy. Watching cars circle a track for hours didn’t exactly scream “creative inspiration,” but when NASCAR returned to TNT after over a decade, we leaned all the way in.

 

Our goal was clear: make noise, build a creative toolkit, fuel future seasons, and spotlight the raw energy and personalities behind the helmets. We partnered directly with NASCAR, pulled off a full-scale driver shoot in a snowstorm, and built 3D cars from scratch—down to the bolts. On the print and digital side, I art directed beyond standard headshots to capture swagger, smirks,

and style.

 

In the end, we created a bold, high-octane campaign that looked and felt like TNT. Even fans who didn’t know NASCAR was back on TNT could feel the shift—and they loved it. Turns out, there’s more to racing than left turns. Who knew?