shaving seconds
Multi-platform, socially led campaign revealing Canadian motorsports culture
As Project Lead, I worked with a nimble team to pitch, plan and produce a multi-channel experiential campaign focused on the Porsche GT3 Cup.
CASE STUDY VIDEO
digital Strategy
Vision
Capture the authentic story of a GT3 cup driver and team and shine a light on craftsmanship and camaraderie over technology.​
Research & Strategy
International tire manufacturer and presenting sponsor of the Porsche GT3 Cup Challenge Canada, Yokohama found themselves In an oversaturated, uninspired market. Their ask: raise awareness for their Canadian chapter. Our research identified a lack of connection in racing audiences due to over-polished and stale content that repeatedly featured technology.
Research & Strategic Methods
Social Listening
Sentiment Analysis
Market Research & Positioning
Digital & Content Strategy​
Platform/Channel Weighting StrategyMeasurement Strategy
hero campaign
Identifying and developing a strategic relationship with a talented rookie driver and his team - we documented their victories and setbacks throughout the entire series taking place over 5 months. With the goal of staying honest to true events, our team worked vigilantly to create and adapt the storyline, while adhering to Yokohama's content themes. My role for each asset included: leading production, planning and logistics, design direction/development, talent & location negotiations, scripting, v/o casting/recording, music selection, editing and finishing supervision.
Behind the Scenes POV
Our goal was to invite the audience behind the scenes and put them in the passenger seat, working closely with the SCB to capture and share the inner workings of race day. As creative producer, leading a nimble production crew, I travelled to the final race, working directly with talent to live-stream his personal journey from paddock-to-pit.
Methods & Activities
Qualitative Content Audit
Content Development
Card Sorting for Information Architecture
Low & Mid Fidelity Wireframing
Prototyping of Core Tasks
Summative Usabiity Testing
UI & Design System Development​​​
Surprise & Delight
We harnessed the power of social media to reward true racing fans through a surprise & delight activation. Orchestrated through Yokohama and SCB brand channels, we asked the audience whether they'd be attending the final race. Through social listening, we identified two deserving fans, then surprised them with an all expenses paid trip to Mont Tremblant. Once the guests landed, our production team captured the exciting embrace.
Methods & Activities
Qualitative Content Audit
Content Development
Card Sorting for Information Architecture
Low & Mid Fidelity Wireframing
Prototyping of Core Tasks
Summative Usabiity Testing
UI & Design System Development​​​
Influencer Challenge
The racing and automotive industries are chock full of content creators showcasing high-end, luxury vehicles - the very images our campaign aimed avoid. To combat this content, we contracted influential automotive content creators and challenged them to capture the people and teams behind the cars.
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Methods & Activities
Qualitative Content Audit
Content Development
Card Sorting for Information Architecture
Low & Mid Fidelity Wireframing
Prototyping of Core Tasks
Summative Usabiity Testing
UI & Design System Development​​​
Interactive Content
To support the larger activations, and provide education around Yokohama and racing culture our team developed interactive content that fostered a deeper connection with the audience. Through quizzes, Q&A's and "now you know" material, we crafted content that tested fan knowledge and tied it back to the campaign using stills and video footage from the documentary.
RESULTS
In just one week, Shaving Seconds reached over 1.8M Canadians and ignited interest & conversation in motorsport fans.
To capture our impact and share the process, I produced a case study video, handling scripting, design, v/o casting and recording, music and footage selection, and editing supervision.