To launch the 2018 season, we enlisted the help of a mysterious character to pull together the best drivers in the world.
For the end of the 2017 season, NASCAR introduced The Playoffs to the masses. It replaced The Chase that had been around since 2004, so all communications needed a way to build excitement and awareness of the new name. Taking a cue from Mad Max, we pitted drivers against each other on a road leading to in the final race at Homestead-Miami.
To supplement TV creative, NASCAR wanted to give fans more in-depth, driver-focused assets on social media that could provide storylines for the 16 drivers fighting for the championship.
I was tasked with designing the leaderboard that tied together all three series of NASCAR (Monster Energy, Xfinity, and Camping World Truck Series) so that fans could keep tabs on their favorite drivers through The Playoffs. Here, fans could find up-to-the-minute rankings, upcoming race information, Playoff Stories, and social media profiles.
By bringing the digital leaderboard to life in TV, we were able to drive more fan traffic to the official NASCAR site to provide fans everything they could want for The Playoffs.
A new NASCAR Fantasy format was introduced that needed some help explaining why fans should give it a shot.
No dull instruction manuals here.