Igniting Cultural Relevance at the Speedway
A story from the vault. Worth the victory lap.
Sunoco
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Burnt Rubbèr: The Essence of Racing
(Large-scale, integrated campaign for a long-term client)
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Originated the concept and art directed Burnt Rubbèr: The Essence of Racing — evolving a routine annual ask into a multi-million-dollar integrated campaign. Led creative from concept to rollout, including naming the fragrance and tagline, casting, and visual direction across all channels.
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Allen & Gerritsen
Worked closely with creative, account and media teams to shape and deliver the campaign across platforms.RSA Films (Production)
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2015
The Challenge
Each season, Sunoco leaned on pre-existing racing footage to fill a :30 motorsports spot, which was serviceable, but forgettable. As the Official Fuel of NASCAR, they deserved to stand for more. We saw an opportunity to tap into the grit and pride of race culture to create something fans could truly feel.
The Insight
Having grown up with a NASCAR-loving dad, I knew firsthand the humor and heart that fuel this community. This audience didn’t want to be talked down to; they wanted to be in on the joke. That perspective sparked the idea to celebrate racing from the inside out.
The Approach
Inspired by the editorial storytelling of a Dior Homme spot that was running at the time, I pitched a wild idea: bottle the visceral thrill of the speedway and deliver it as a high-fashion fragrance campaign. I fought for it and nurtured it as it grew into a massive campaign that nearly everyone at the agency helped bring to life. As the art director, I shaped the creative vision across every detail, guiding a concept that could’ve easily turned gimmick into something that felt both elevated and true to racing’s gritty spirit. Together, we launched Burnt Rubbèr, starring real drivers from NASCAR, INDYCAR and NHRA, with polished visuals, playful winks, and a smart rollout across TV, social, influencer kits and surprise fan drops — treating audiences like the insiders they are.
The Impact
The campaign didn’t just win a Clio. It earned affection from one of the most passionate fan bases in sports. It sparked conversation, built cultural capital, and proved that bold ideas grounded in real understanding could take Sunoco from expected sponsor to unforgettable brand.
The Essence of Racing
In French, essence means fuel. Très fancy.
THE FRAGRANCEWith only 1,000 bottles and no way to buy one, it became instant social currency. Fans had to engage through contests and content, fueling buzz and keeping the campaign alive. And race fans love their memorabilia.
THE CAMPAIGNWe cast Jimmie Johnson (NASCAR), Courtney Force (NHRA), and Graham Rahal (IndyCar) across print, digital, TV, and social. By treating the parody with genuine luxury craft, we created something polished enough to intrigue and absurd enough to stick.
:30 Spot, Heels
Featuring Jimmie Johnson (NASCAR)
A CLOSER LOOKBeyond the brand love, Burnt Rubbèr picked up press, fan accolades, and industry recognition — proving just how far you can take a routine ask when it’s fueled by the right idea.
CULTURAL COVERAGEFeatured in GQ, Maxim, Elle, and Bustle—a massive leap for a fuel brand.
Named NASCAR’s “Marketer of the Year.”
SOCIAL ENGAGEMENT2.17M total actions
1.7M+ video views
4.44% Facebook click rate (2–4x platform benchmark)
39.4% video action rate (nearly double benchmark)
117M+ earned impressions
AWARDS & RECOGNITION