COCA-COLA x NASCAR

Commercial Advertising Campaign

For the third year in a row, we were asked to shoot with Coca-Cola’s NASCAR family of drivers. It’s an honor to be invited to shoot one campaign—but being asked back year after year is something we’re incredibly proud of.

Our first opportunity to work with these awesome drivers began in 2022, and we can gladly say that teaming up year after year is nothing short of stellar. 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.

Here’s a compilation from sessions we did with them for the 2022-2024 racing seasons.