In the past, we focused on creating CG epics to portray the power, speed, and thrills of NASCAR. However, this
season we consciously made a sea change in direction and decided to try to find a much more emotional and humanistic
connection to the sport. “Gas Station” is a continuation of that approach. The idea for using the classic rural gas station
came from our head of Marketing, Eric Markgraf, and came alive under the watchful eyes of lead creatives Blake Danforth
and Jason Scott.
““We looked at hundreds of Gas Stations across the US for the perfect spot, believe or not it’s not easy these days to find
that perfectly cool retro station with timeless flavor.” said Danforth. However, with the help of Production Designer Robert
DeVico and DP Daniel Pearl, “we were able to create this really warm, mystical space” said Scott.
Warm, inviting, slightly mysterious, and evocative of a time and place that may no longer exist (and may never have in the
first place), this Daytona 500 commercial is unabashedly emotional, and far different than any other NASCAR spot we’ve
produced in the past. And that alone makes it something we’re excited about.
CREDITS
Agency – Fox Sports Design
Client – Fox Sports Marketing
Agency: Fox Sports Design
EVP Marketing – Eric Markgraf
SVP/Creative Director – Robert Gottlieb
VP On-Air Promotions – Bill Battin
Creative Director – Blake Danforth
Sr. Writer/Producer – Jason Scott
Edit – Kirk Smith
Music & Sound Design – Mic Brooling
Flame – Kevin Prendiville
Designer – Guillermo Lecuona
Live Action Shoot
Director – Blake Danforth & Jason Scott
DP – Daniel Pearl
Producer – Marsha Hunt & Lissa Weiss
Fri, Feb 5, 2010
Featured, NASCAR