HENDRICK MOTORSPORTS 2020
CHAMPIONSHIP
In 2020, I supported the digital campaign for the NASCAR Cup Series Championship, helping bring fans inside Chase Elliott’s first title run. The work focused on building anticipation before race day, capturing real-time moments during the event, and extending the celebration across social and web. The result was a cohesive, high-impact content system that turned a single race into a multi-phase digital experience.
MY ROLES
Social Content Creation
Graphic Design
3D Motion Design
Videography
SEE BELOW FOR DETAILS
APPROACH
BUILDING ANTICIPATION
Leading into the championship, the focus was on creating momentum through access and storytelling. We produced a steady stream of content, including driver interviews, behind-the-scenes moments, and interactive fan engagement that made the audience feel part of the team’s journey. Each piece was designed to feel immediate and personal while reinforcing excitement in the days leading up to the race.
EXECUTION
CAPTURING THE MOMENT
On race day and beyond, the strategy shifted to fast, real-time coverage supported by on-the-ground content capture and rapid creative production. We delivered live updates, victory moments, and post-race storytelling across platforms, then extended the narrative through celebration content, fan reactions, and shareable graphics. This approach kept engagement high and carried the energy of the win well past the finish line.
RESULTS
OVERALL VALUE
The campaign generated over 17M+ impressions, 2.3M+ video views, and 800K+ engagements across social platforms, with content reaching more than 6.6M fans. Race day alone drove significant spikes in performance, including millions of impressions and high-performing real-time content.
Post-championship storytelling continued to build momentum, contributing to 14M+ additional impressions and some of the highest-performing content of the year. Across web, social, and email, the campaign not only captured a defining moment but translated it into measurable audience growth, increased engagement, and sustained fan interaction.
