Was tasked by NASCAR to create a cohesive and compelling campaign targeting the younger, millennial demographic to boost ticket sales and online interactions with the brand. I worked in a team of 5 to research, plan, and design the campaign from scratch. Our idea was quite out there, claiming that “NASCAR is boring” in order to create FOMO (fear of missing out) for the target audience and thus attract them to the sport.

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Storyboards (click to enlarge)

For more executions, see the full campaign book below!

Art Direction: Yours truly

Account Manager: Dalton Byrne

Strategy: Maddy Johnson, Emily Curtis

Media: Xuanran Yui