Drag Race

Ice Break, a very bold and popular Aussie Beverage wanted to speak loudly and unapologetically to its Target Market. A TV ad wasn’t going to suffice. We needed to get the audience involved and reward them for their unfaltering loyalty.

To intrigue its niche audeince curating a High Speed Drag race featuring Australian Muscle cars that could then be won by the contestants was the Proposal. I was given a budget and had to become a Premium Used Car expert basically over night which was made possible with finding the right advisors and Team to partner with. I puchased 4 x cars from across the Country varying from 40-60k which then had to be ‘pimped’ and primed to race before being given away as Prizes. Obtaining the appropriate insurance was key on this project as we had Competition Drivers lives in our hands, driving cars I had found. I am pretty sure my heart skipped a beat during that 11 second race. 

Securing the cars was just one aspect of the Project, we also wanted the Talent and Music to stand out which led to tracking down the Rights of obscure songs and composing original scores where appropriate. Given the majority of the budget was put into the Cars themselves I had to find a way to Produce these films cost effectively which meant nimble teams, second unit shoot crews and a lot of managing expectations with both Creative & Client.