Campaign: There’s fast. Then there’s Indy.

Agency: DDB Canada
Role: Art Director

The Edmonton Indy race had a dedicated fanbase, but in order to drive ticket sales, the organizers knew they needed to appeal to a wider audience. They wanted to showcase the race in a way that would appeal to "weekend warriors" and "cultural explorers" - people who might not necessarily be diehard racing fans, but who were still interested in exciting and unique experiences. Rather than simply showing images of Indy cars, the campaign focused on the audience experience and the rush of adrenaline that comes with being at a high-speed race. This innovative approach paid off, resulting in record-breaking ticket sales and a significantly expanded audience for the Edmonton Indy.

Photography: Patrick Norman + Jack Griffin

Campaign: Rubber necks
Role: Art Director

Since we had already established a strong presence among Edmonton's automotive enthusiasts, we knew it was important to expand our reach and appeal to a wider audience. With this in mind, we developed a specialized campaign that spoke directly to "weekend warriors" - people who were looking for exciting and memorable experiences to enjoy on their days off. We used a variety of tactics, including wild postings and transit shelter ads in the downtown core, to get our message out and drive interest in the Edmonton Indy. Our goal was to showcase the race in a way that was fresh and exciting, and to appeal to a broad range of people who might not have considered attending a race before.

Photography: Roth & Ramberg

Campaign: Feel the fast
Role: Art Director

To add an extra layer of excitement to our campaign, we decided to bring in a local sculptor to create 3D wind-blown posters that would be hung up in shopping malls. The posters were printed on acrylic sheets and carefully hand-shaped and stylized using heat guns, giving them a truly one-of-a-kind appearance. These innovative and eye-catching displays helped to generate buzz and interest in the Edmonton Indy, and their unique design made them stand out in a crowded advertising landscape. It was a creative and effective way to showcase the thrill and excitement of the race to a wider audience.

Campaign: My Indy
Role: Art Director

To create assets for our campaign, we had to work with limited resources, including race videos from the previous year. Rather than simply showing a montage of speeding cars, we decided to focus on the audience experience and how the race made them feel. We cut three videos that were tailored to different demographics, and used a clever approach that involved cutting off the "big voice" announcer in favor of a spectator's perspective. To add some humor, we also included animated gestures that helped to add personality and character to our concept of "My Indy." This approach helped us to stretch our budget and work within a tight timeline, and ultimately contributed to the success of the campaign.