The Kaulig Racing team had a variety of marketing needs stepping into the new year. The prime objective of the 2020 Asset Collection effort was to create a library of digital assets that could be repurposed across multiple mediums, including the new website, print promotional collateral, and on Kaulig Racing social media platforms. Additionally, the crew needed fresh merchandise, (vests, polos, hats) for the new racing year.  

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Our Creative Approach

In collaboration with the client, we coordinated a series of photography sessions in Welcome, North Carolina, where Kaulig Racing is headquartered. Sessions were arranged in a photography studio and Kaulig Racing’s automotive garage. The following assets were captured in two set days:

  • Team Owner with Sponsors and Drivers
  • LeafFilter and Nutrien Car hero images
  • Nutrien Car Driver hero images
  • Marketing team & Crew headshots
  • Candid crew photography

Additionally, the team coordinated and ordered all merchandise for the 30-plus member racing crew.