daytona
rising

The venerable Daytona International Speedway, which opened in 1959, received an overhaul. In 2016, the Speedway re-opened it's doors to the public, becoming one of the world's premiere sporting and event stadiums. Five founding sponsors, including Chevrolet, designed and built out entrances (or injectors) leading into the grandstands, where fans could engage with the brand and experience a whole new kind of race-day excitement. . 

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Jack Morton, along with Commonwealth/McCann, Czarnowski and other agency partners, worked tirelessly to create a fan experience like nothing else in racing today. The scale and unique architectural challenges made for a challenging environment, each partner relying on one another for their specific expertise and knowledge of materials and engineering.

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As lead designer and creative director, clients relied on me to keep on-message and on-brand while developing concepts and defining an overall design language for the space.