NASCAR
American Thunder
The 24 Hours of Le Mans is one of the crown jewels of international motorsports, and in 2023 NASCAR attempted to complete the grueling race using a classic American stock car.
View ProjectDirty Air, Clean Design
FOX NASCAR
Client
Fox Sports
FOX Sports brought us in to design a full broadcast brand system for their upcoming season of NASCAR coverage, including a studio package, driver capture, and insert graphics. We came in with the goal to set a new bar for on-air sports design and make sure FOX’s coverage stood apart from the other sports graphics we’ve been seeing on screen.
FOX NASCAR
Pitch Slides
We built the design system around what we called “The Real,” essentially the physical world of NASCAR. The paint on the cars, the track surface, the helmets, the pistons. Our artists deconstructed these objects and used them as the visual foundation for the whole package, leaning into the raw materials that make the sport what it is.
Pitch Slides
01/04
Design and Animation
Design and Animation
We turned those elements into a series of connected visual beats. Every scene uses exterior natural light and real-world materials, so it feels grounded in the race-day environment rather than a sterile 3D space.
Design and Animation
The textures and treatments we established in the open carry through the rest of the package. Scenes and surfaces show up in different contexts throughout, which gives the system a consistent look without too much repetition.
We carried the same textures and material treatments into the insert package so the in-race graphics, lower thirds, score bugs, and data displays feel like they belong to the same broadcast as everything else. Even the most functional elements share the same design language.
Thank you to our partners at FOX Sports for trusting us to build something new for a sport with this much history. See you at the track.
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