Client: NASCAR
Role: Creative Direction | Art Direction
Assignment: Create 360 integrated Hispanic marketing platform for NASCAR.

Problem: NASCAR is primarily an all white sport and Hispanics don’t feel emotionally connected even though car culture is huge among their culture.

Hispanic Strategy! BRING OUT THE HEARTS AND MINDS OF RACING!

Idea: NascarTeMueve.com ("NASCAR Moves You"}.

TV: 30 second

So you still think NASCAR drivers are not real athletes? This 30-second spot, "Machine," shows off the athleticism of NASCAR leading men such as defending Sprint Cup Series champ Jimmie Johnson, Carl Edwards and Kasey Kahne. We see these leading men -- Mr. Johnson, Mr. Edwards, and Mr. Kahne -- pumping iron, riding bikes, jumping rope and kickboxing.

VO:      What is NASCAR?
             Is it determination…
             Or resistance?
             Is it discipline…
             Or performance
VO:       For us is the heart behind the machine.