Nascar CW Sports

We were asked to create a national campaign for NASCAR on The CW. The brief called for a unifying, thematic spot that could live seamlessly across all platforms, built around the core idea: Pure. Raw. Racing.

Our concept combined still photography with raw, visceral footage, driven by an anthemic voiceover that captured the emotional core of the sport. Rather than focusing solely on speed and spectacle, the work highlighted the human intensity behind racing—the grit, pressure, and passion that define it.

We collaborated closely with The CW team to select a photographer capable of authentically documenting the raw essence of NASCAR, ensuring the imagery felt immediate, honest, and deeply connected to the sport.

Assets: National Campaign, TV, Social.
Role: Creative Direction, Design, Edit, Animation
Photography: Boogie, Nick Lathem