Bringing NASCAR heritage to life for Amazon Studios at the Earnhardt movie premiere, crafting a visually immersive brand experience that blended cinematic storytelling with motorsport culture. The challenge was to celebrate Dale Earnhardt’s legacy in a way that appealed to both racing fans and Hollywood insiders — all while creating a seamless, premium event environment.

[ Approach ]
Led the creative direction and design for the entire premiere experience, overseeing all 2D visual assets and ensuring brand consistency across environmental graphics, signage, and experiential touchpoints. Worked closely with production teams to translate flat designs into a dynamic, real-world event space. Every element — from the entrance to the step-and-repeat — was intentionally crafted to merge the grit of NASCAR with the polish of a major film release.

[ Impact ]
A fully branded and visually cohesive event that amplified the cultural weight of Earnhardt, captivating guests and reinforcing Amazon’s ability to bridge sport and storytelling. The visual language helped anchor the event in both authenticity and cinematic appeal, generating buzz across social platforms and media outlets.