After coming across our music video for 1976, mega-agency Wieden + Kennedy approached us to create a 3 part NASCAR print campaign for their client ESPN. The year-long campaign is based on 3 themes and will be launched in 3 phases over the course of 2009. The first theme is “SPEED” – the other two are “FAN” and “CHASE”. The art direction called for a collage-style, combining various types of media such as photography, digital illustration, hand-drawings, etc. Along with strong NASCAR photography – cars, crew, checkered pavement, we brainstormed with the creatives at W+K on a number of semi-literal and metaphorical objects to create the overall mood of speed. The only mandates were to avoid obvious clichés and to craft the visual metaphors into playful combinations. The collaboration was a stellar experience, resulting in some really fun quirks and hidden gems in the final piece. Along with the 2 to 3 reviews a week with the agency, W+K had bi-weekly reviews with ESPN.

The centerpiece of the SPEED project is a 16.5” x 24” poster that will appear as a quad-fold pullout in the February 12th issue of NASCAR SCENE, shown above.

POSTER EVOLUTION

The process of construction and deconstruction took place over a 6-week period. We even had a dimension change in the middle of the project. This evolution can be seen in this time-lapse animation.

POSTER BUILD

Here’s a time-lapse animation of the final poster build – to give you an idea of all the layers.

Here is more information on NASCAR SCENE magazine.
http://www.acbj.com/Publications-and-Sites/nascar-scene-illustrated/nascar-scene.html