K2 collaborated with the brilliant Production Farm team from NYC on the ESPN/Nationwide NASCAR commercial. It was the fourth project that we’ve worked on together. The campaign, called “They Win, You Win,” was created to engage fans to enter the “Driver Pick ’em” online game—if a fan picks the winning NASCAR driver in a given race, then that fan also wins prizes.

We built a Winner’s Circle in the studio and brought in three NASCAR race cars, a bunch of talent, tons of confetti, bottles of champagne, and three of the freshest up-and-coming NASCAR drivers including Ricky Stenhouse, Jr., Austin Dillon, and Justin Allgaier. Production Farm created a different fan and scenario for each driver.

We had a lot of fun with the talent and drivers. During each take, we blared a fun, upbeat song to get the drivers and talent into a high-energy mood. Then we blew confetti and money through air cannons, and we popped a lot of champagne. We filmed it all in super slow motion on the Arri Alexa mounted on the Steadicam. The result was a super fun commercial spot that the fans, drivers, and the client loved.