EXPERIENTIAL

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. ECD: Laura Lamattina

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

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The Impact

The activation became a standout moment of race weekend, drawing crowds on-site, earning prominent broadcast exposure, and generating buzz throughout the NASCAR paddock.

More Works

Nexstar — Remarkable Women

IDENTITY

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