Nascar 21: Ignition - Multi-platform racing game
Branding | Creative Direction
The brief
Launch NASCAR 21: Ignition across Xbox, PlayStation, and Steam with a brand strong enough to compete with the genre incumbents — and extend it into the real-world NASCAR Cup Series.
My role Creative Director: Owned key art, video production, publishing, and licensing-driven activations.
The work
• Directed key art used across packaging, storefronts, and campaigns
• Led cinematic trailers blending real race footage with in-game gameplay
• Designed a custom Team Live Fast car wrap that ran in the NASCAR Cup Series
• Built a unified visual system across digital, retail, and physical activations
Outcome
• One of 10 titles contributing to Motorsport Games' 48% retention lift and 82% reach growth
• IRL car wrap drove cross-promotion between the racing community and the gaming launch
• Positioned the title alongside larger-budget competitors at launch
Creative direction | key art & Product identity FOR nascar21: ignition
Creative direction | video production FOR nascar21: ignition
Creative direction | publishing FOR nascar21: ignition
lead designer | nascar cup car wraps (team live fast) FOR nascar21: ignition
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.
