Hellmann’s x NASCAR
experiential Production
client: HELLMANN’S and WEBER SHANDWICK
agency: SHIRAZCREATIVE
role: LEAD PRODUCER
brand strategy, design, production, fabrication, staffing
Challenged by Hellmann's to come up with an educational experience for Darlington Raceway's NASCAR Fan Zone to promote sustainable farming and the importance of soil health, we designed a booth complete with an infographic mural, soil touch tanks, and a vintage farm car photo opp with Hellmann's NASCAR driver Dale Earnhardt Jr. himself. Both farmers and Brand Ambassadors took guests on an engaging journey through the space all while feeling the rumble of the race track.
ideated on creative concepting with the client
managed all design & fabrication
led staffing and all event logistics
