As the Creative Director for NASCAR 21: Ignition, I was responsible for overseeing the entire branding and creative direction across multiple platforms, including Xbox, PlayStation, and Steam. My role encompassed leading the design of key art, directing video production, crafting publishing materials, executing marketing strategies, and extending the brand into the real world with custom car wraps for Team Live Fast in the NASCAR Cup Series.
Creative Direction for Key Art
The visual centerpiece of the project was the development of key art that would instantly capture the energy and competitive spirit of NASCAR. My goal was to ensure the key art was not only visually compelling but also an accurate representation of the speed, strategy, and drama of the sport. The art showcased iconic cars and drivers, alongside dynamic race environments, using bold colors and high-octane imagery to evoke the essence of a real-life NASCAR race.
The key art was applied across multiple touchpoints, including physical packaging, digital store displays, and promotional materials, ensuring a consistent visual identity across all platforms. The art needed to resonate equally with hardcore NASCAR fans and new players, making it a critical component of the game’s branding.
Video Production
I directed the creative approach for all promotional video content, including cinematic trailers, gameplay teasers, and featurettes. Each video was designed to immerse the viewer in the NASCAR experience, combining high-energy race sequences with key features of the game such as realistic racing mechanics, multiplayer modes, and exclusive NASCAR content.
The production emphasized the authenticity of the NASCAR experience, with real race footage combined with in-game action to blur the lines between reality and simulation. I worked with a team of motion graphics artists and video editors to create dynamic, adrenaline-pumping trailers that highlighted the game’s unique features, ensuring maximum impact across social media, digital stores, and online video platforms.
Publishing Materials
I led the creation of all publishing materials, including box art, digital storefront imagery, and promotional assets for both physical and digital distribution. This extended to press kits, social media content, influencer outreach materials, and in-game assets. The publishing materials maintained the same level of visual consistency and brand alignment as the key art and video content.
These materials were crucial for marketing campaigns, with design elements that worked cohesively across Xbox, PlayStation, and Steam, offering a unified look and feel for the game that stood out in a crowded market.
In-Real-Life Car Wraps for Team Live Fast
One of the most exciting and unique aspects of the branding campaign was the design of in-real-life car wraps for Team Live Fast in the NASCAR Cup Series. My team and I worked closely with the racing team to create a custom NASCAR 21: Ignition-themed car wrap that was both a powerful marketing tool and a celebration of the game’s release.
The car wrap featured a bold design inspired by the game’s key art, incorporating NASCAR 21: Ignition branding, vibrant colors, and dynamic racing graphics that were prominently displayed on the Team Live Fast car during official NASCAR races. This not only brought the game to life in the real world but also provided a unique cross-promotional platform, allowing fans to connect with the game both on the racetrack and through their gaming consoles.
Outcome
The creative direction and branding for NASCAR 21: Ignition resulted in a powerful and recognizable brand identity that resonated with fans across multiple platforms. The cohesive approach to key art, video production, publishing materials, and marketing contributed to a successful launch, with strong engagement from both gaming audiences and NASCAR fans. The collaboration with Team Live Fast for in-real-life car wraps extended the game’s presence beyond the screen, creating buzz in the NASCAR community and further elevating the brand.
The result was a holistic and immersive brand experience, positioning NASCAR 21: Ignition as a leader in the racing simulation genre.
