Coca-Cola x NASCAR – Refreshing the Race-Day Experience

Across some of NASCAR’s biggest race weekends including the Daytona 500, Coca-Cola 600, and Coke Zero Sugar 400, I helped guide fan experiences that brought Coca-Cola’s racing partnerships to life.

From product sampling and driver appearances to interactive challenges, photo moments, and first-party data capture, each activation required us to connect multiple brands, partners, vendors, and audiences within one cohesive experience. My role sat at the center of that process: helping translate client objectives into creative ideas, clear decisions, and experiences fans could genuinely participate in.

Credit: All work created in collaboration with Coca-Cola, 160over90, NASCAR, and the extended project team.