FOX SPORTS was ready to reposition motor sports as a more mature, stylish product. They wanted to broaden their viewer-base
towards a consumer who appreciates motorsport for its classic roots. They also wanted to bring emotion and colour to the V8s.

We went backwards to go forwards drawing upon the inspiration of a time when motorsports were seen as sleek and debonair, to the days of Monaco Racing and Steve McQueen.
When racing was cool and suave. We used heroes from yesterday and today, like Johnson, Brock, Moffat, Skaife all the way through to Ambrose and Winterbottom.

We looked to Steve McQueen who, according to FOX SPORTS CEO Patrick Delany is: “authentic, rebellious, cool, sexy, and fucking colourful”. Just like the package.