The Henry Ford

Driven to Win: Racing in America

This permanent exhibit celebrating the history of auto racing in America draws die-hard racing fans and total track novices alike. That’s why we devised 23 unique media experiences to help visitors of all (racing) stripes find or deepen their relationship to the sport–because opening the door for a diverse audience is where our creative rubber hits the road.

concept development

motion graphics

experience design

software development

Find Your Role

This interactive quiz reveals all the ways someone can be part of auto racing, and with multiple programmatic variants it’s infinitely adaptable. Visitors answer a randomized series of lighthearted questions like “What’s your favorite breakfast cereal?” or “What was your most memorable Halloween costume?” Based on their answers, they get assigned one of the many race-day roles from announcers to pit crew.

Pit Crew Spotlight

Pit crews are the well-oiled machines that keep those other well-oiled machines racing. In this exhibit we tell the story of Brehanna Daniels, NASCAR’s first female African American pit crew member, to shine a light on the highly skilled and perfectly orchestrated behind the scenes work these crews do–because it’s absolutely amazing that they can change a tire in 12 seconds

Leaderboard

This curated feed of real-time racing-related tweets gives visitors a hit of the thrill and anticipation that surrounds the sport all over the world. It’s an experience that consistently breathes the energy of the present–and a glimpse of the future–into the gallery with of-the-moment content that enriches the history on display every day.

Accelerate into the world of racing

Awards

  • Summit Emerging Media Award award logo

    2022 Summit Emerging Media Award

    Innovator Award: Interactive Media/App
  • Communicator Award award logo

    2023 Communicator Award

    Distinction: General-360 Brand Experience
  • Communicator Award award logo

    2021 Communicator Award

    Exellence: Animation or Motion Graphics
  • Communicator Award award logo

    2021 Communicator Award

    Exellence: Visual Appeal
  • Communicator Award award logo

    2021 Communicator Award

    Exellence: Games & Apps
  • Muse Award award logo

    2023 Muse Award

    Silver: Experiential & Immersive
  • Muse Award award logo

    2021 Muse Award

    Gold: Exhibition Experience

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