There Be Monsters
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As title sponsor of the NASCAR Sprint Cup Series, Sprint wanted to build excitement around two key moments: the launch of the Sprint Cup Mobile app, and the season-end Champions Week in New York City. The goal? Create high-impact visuals that brought the full, fiery energy of race day to life—whether you were on a dock, in a theater line, or 900 miles from the nearest track.
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NASCAR isn’t just a sport—it’s a spectacle. The sound, speed, and intensity are practically mythic. And with the Sprint Cup Mobile app, fans could carry that monster energy in their pocket. These weren’t just race cars anymore. They were beasts—and they were coming for you.
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We extended the striking visual world created in Sprint’s national TV campaign—where race cars were reimagined as roaring, light-painted monsters—into two dynamic print and OOH campaigns.
Sprint Cup Mobile – Print Campaign
To dramatize the power of the app, we placed these monster cars in the most unlikely places—a quiet fishing dock, a peaceful campfire, a romantic night at the movies. The message: Now they come to you. Each execution highlighted how the app delivers live race broadcasts, team chatter, and real-time stats straight to your phone—no matter where you are.
Champions Week – OOH Campaign
For NASCAR Champions Week in NYC, we unleashed the monsters into the heart of the city. The headline: Monsters Invade NYC. These dramatic, poster-style executions showed flaming cars ripping through the streets with the Manhattan skyline as their racetrack, bringing NASCAR’s season-ending celebration to life with unmistakable energy and presence.
