NASCAR/ESPN Sprint Cup: “Generations”

‘Generations’ is a 2013 NASCAR/ESPN commercial that launched the joint ‘12 Drivers. 1 Champion.’ campaign for the Chase for the NASCAR Sprint Cup. The 30-second spot, directed by Nicolai Fuglsig with visual effects by The Mill, features five-time champion Jimmie Johnson alongside the likenesses of NASCAR legends Cale Yarborough, Richard Petty, and Dale Earnhardt Sr. Created by ESPN with Wieden + Kennedy New York and by NASCAR with Ogilvy & Mather, the multi-platform campaign marked the first time NASCAR aligned with a rights-holder network on a marketing effort, highlighting the elevated stakes of the sport’s 10-race postseason.

SCANable provided LiDAR scanning, vehicle scanning, and 3D modeling for the spot, delivering point-cloud data and digital assets used for camera tracking, CG crowd placement, and background environments.