For the NASCAR Chase for the Sprint Cup Series, we created Chase Nations—a unifying mini-campaign that turned the complexity of NASCAR’s many layers into one rallying idea: fandom around individual drivers. As Art Director, I helped shape and bring to life a bold visual system that gave each Chase driver their own “nation,” complete with unique colors, insignias, and flags that fans could rally behind. Recognizing that NASCAR includes layers of OEMs, sponsors, teams, and fans, we focused the campaign on the one constant that connects them all—the drivers. By building national-style identities around each finalist, we gave fans a tribal way to show support while reinforcing loyalty and competition in a fresh, visual language. The campaign lived across digital, social, broadcast integrations, and trackside experiences, creating a vibrant cultural moment that celebrated both individuality and unity during one of NASCAR’s most competitive seasons.