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Bristol Motor Speedway

(Re) Starting the Engines for an Iconic Motorsports Brand
Bristol Motor Speedway, long revered as "The Last Great Colosseum," faced a significant challenge. Ticket sales were on the decline, a trend that reflected a broader shift in the NASCAR fan base. Older audiences, once the sport’s backbone, were gradually disengaging, and younger audiences were not stepping in to take their place.
Bristol Motor Speedway
PROJECTS
    Project
    2019

    “This is What You Live For” Campaign

    Reigniting Passion & Reaching New Fans
    The speedway needed a fresh approach—one that would both reignite passion among die-hard fans and attract new ones. Complicating matters further, 50% of ticket buyers hailed from the local market, making it imperative to create a campaign that resonated deeply with a homegrown audience.
    Campaign ad images for This is What You Live For.
    Billboard for This is What You Live For campaign.
    Crowd cheering with arms up.
    A Compelling Multi-Platform Campaign

    We used audience research, including focus groups and concept testing, to ensure that the final messaging was both compelling and strategically aligned with audience values. We then crafted a multi-platform campaign with new visuals and powerful copywriting to capture the unique and electrifying atmosphere of a Bristol race. The media strategy was precise and optimized. Spending was focused on key markets, with digital and social placements targeting younger audiences and traditional media reaching long-time fans. The goal was to drive measurable engagement.

    Crowd cheering with American flag in background.
    Crowd of people grinning and yelling with arms up.
    Series of ads for the This is What You Live For campaign.
    Project
    2018

    Street Fights

    A Raw, Unfiltered Docuseries on Underground Combat
    Street Fights was an adrenaline-fueled docuseries concept that pulled back the curtain on underground combat culture. Designed to capture raw, unfiltered fights and the personal stakes behind them, it was positioned as a visceral, high-impact show for audiences craving authenticity over spectacle.
    Bristol Street Fights over a photo of a red car speeding down a track.
    People walking around cars in lanes for a race.
    Yellow car in foreground, blue car in background with hood up.
    Unstoppable Ideas

    Despite its potential, Street Fights never aired. Whether it was too intense, too real, or just ahead of its time, the industry wasn’t ready. But the idea? Unstoppable. Because real stories don’t fade—they just wait for the right moment to land their punch. Before there was Drive to Survive we were bringing branded content as advertising to the table for our clients.