Nexstar Media Group – We Got Next

Arby's x Nascar PitBox Activation

Arby's x Nascar
PitBox Activation

Client

Arby's

Role

Creative Director

Agency

Nexstar

Year

2026

The Challenge

Arby’s wanted more than a traditional sponsorship at Daytona,, they wanted to be part of the race. The goal was to create an unmissable trackside presence during the race that would put the brand directly in front of fans and viewers throughout race day.

The Solution

To bring the activation to life, I wrapped the pit box in Arby’s bold "meat camouflage" pattern, creating a contrast against NASCAR’s sleek black race-day environment. The result was a branded asset that felt both unmistakably Arby’s and authentically NASCAR.

Campaign Sizzle &
Apparel Content

To launch the product on social platforms we created a slick and snappy lifestyle social video that encourages people to not only "Drink the Kraken" but to "Wear the Kraken" as well. We then executed bold and product and lifestyle in-situ assets to live on ecomm and social platforms. Director: Johnathan Fuentes Producer: Will Keesee Art Director: Lucy Weigard