2016 IMSA Print & Digital Advertising

 For IMSA’s 2016 print and digital campaign the challenge was to capture not only the amazing cars and competition that the series is known for, but also the flavor and ambiance of the whole event. Instead of relying on a variety of images, RACER Studio collaborated with longtime-associate Paul Laguette to compose an original illustration that melded together various emotive aspects of an IMSA weekend. The result creates a positive disruption to rise above the sea of typical imagery.

Creative Director and Copywriter - George Tamayo

Illustrator - Paul Laguette

Graphic Design - Aaron Justus

Project Manager - Molly Binks

Executive Director - Paul Pfanner

Client - IMSA

Director of Brand and Consumer Marketing - Brian Beierwaltes



2015 IMSA Advertising Campaign

For the second consecutive year, IMSA selected RACER Studio to create the advertising campaign for the TUDOR United SportsCar Championship. The television, print and online campaign consists of elements intended to drive awareness of the the 2015 schedule, including television tune in, as well as two different brand spots created for television.

IMSA tasked RACER Studio with bringing to life the "explorer" brand archetype that they developed prior to the start of the 2015 season. The position defines the series as one where fans can go beyond passive spectating to true interaction in a variety of ways at both events as well as at home.

The first television spot, titled, "Let's Go," is a high-energy anthem that calls out a variety of the Series brand attributes using footage taken from the 2014 season blended with text graphics. The "Let's Go" theme particularly conveys the ability for fans to be proactive event participants and is used in-market to promote advance ticket sales. The spot was produced by NASCAR Productions.

A second brand spot anchors the overall campaign using the theme, "Follow Me."  Evoking a common social media phrase, the "Follow Me" campaign spans television, print and online executions that beckons fans to interact with the series whether they are following from home, on event or on the go through a variety of mediums.  

The television spot was filmed in Daytona Beach during the Roar Before the 24 and edited at NASCAR Productions in Charlotte, North Carolina. Print and online elements were created at RACER Studio.

Creative Director and Copywriter - George Tamayo

Print and Online Designer - Aaron Justus

Project Manager - Molly Binks

Executive Director - Paul Pfanner

Producer, NASCAR Productions - Jason Jacobsen

Client - IMSA

Director of Brand and Consumer Marketing - Brian Beierwaltes

IndyCar Ad Campaign

This integrated media campaign was designed to promote the balance of the IndyCar racing season by leveraging the big spike in visibility achieved around the Indy 500, as well as the unique attributes of the series. The campaign included print, digital and video components.

Tudor United Sports Car Championship Launch Campaign

We were commissioned to create an integrated media campaign to launch the all-new “Tudor United Sports Car Championship” identity of the recently united IMSA and Grand-Am racing series. The campaign included print, digital and video components, as we as campaign assets to promote the related North American Endurance Cup.

Indy Lights Ad Campaign

This is the launch campaign for the new Indy Lights car and the entire Mazda Road to Indy ladder. It included print and digital assets.