COCA-COLA x NASCAR

Commercial Advertising Campaign

For multiple years, we have been asked to shoot with Coca-Cola’s NASCAR family of drivers. It’s a huge honor to be invited back time and time again and to get to build on these relationships. Check out this collab through the years.

2026 Season Family of Drivers

The 2026 season shoot was a fun one! Believe it or not, the weather was gloomy, and the thought that it was going to rain was constantly on our brains, BUT we came prepared and did our best to make this shoot look like the drivers were enjoying a nice sunny day. For the nerds out there, one of the ways that we achieved this was by using strobes and warming gels. Follow us on Instagram for the full details! Check it out here 📱

In the meantime, take a look at more photos that came out of this shoot!

Jumping back through time to our first opportunity to work with these awesome drivers began in 2022. We kicked off that first year with three photographers capturing the action at once: Jason on the drag strip grabbing lifestyle moments, Todd inside on the standee setup, and Genya documenting everything behind the scenes.

These shoots are never just like any other shoots. We’re talking high-speed, adrenaline-pumping productions—capturing what it truly means to be a NASCAR driver.

In 2023, we made two trips to Charlotte, NC to meet up with the drivers and create campaign imagery for the 2024 season. These guys always know what’s up—they show up ready to go, and by now, we’ve even got a few running jokes and memories from past shoots.

Like any race day, each production had its share of challenges—from shifting weather to tight windows with talent. But the Hales Photo and Wild Dingo teams stayed quick on our feet to keep everything on track (pun intended).

Overall the biggest challenge with each project is shooting with the same people in the same location each time—making it look fresh and different from previous years, but not too different, since the client values consistency.

Each time we work with them, we aim to level up the directing, lighting, and prop arrangement to outdo what we did before.