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
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 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
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.