Working with our new client AJ Foyt Racing came with a clear mission: bring younger fans to the team. That means being willing to get a little out in left field with the content. If you want to reach a new audience, you can’t just do what racing has always done, you have to create things that feel native to the platform. With their coyote mascot and the mountain backdrop at Phoenix Raceway, I wanted to experiment. Instead of the typical bleed-out spot trend, we built a “howl spot” that leans into the mascot, the location, and the style of content younger fans can get behind because sometimes growing the next generation of fans means trying something different. 🐺🎥🏁