NASCAR/ESPN Sprint Cup: “Burnout”

“Burnout” is a TV spot from NASCAR and ESPN’s first-ever joint marketing campaign, launched in 2013 to elevate the 10th Chase for the NASCAR Sprint Cup. Under the tagline “12 Drivers. 1 Champion.,” the multi-platform campaign — developed with creative agencies Wieden + Kennedy New York and Ogilvy and Mather — spotlighted NASCAR’s playoffs, in which the sport’s top 12 drivers compete for the Sprint Cup Series championship. The campaign’s spots featured five-time champion Jimmie Johnson alongside the likenesses of legends including Cale Yarborough, Richard Petty, and Dale Earnhardt Sr., spanning TV, print, radio, digital, and social executions across the 10-race postseason.

SCANable supported the campaign with LiDAR scanning, vehicle scanning, and 3D modeling, capturing stock cars and track environments as accurate point-cloud data. Our scans and models were used by the visual effects team at The Mill for camera tracking, CG crowd placement, and vehicle effects throughout the spot.