Chase Elliott - No. 9 Paint Scheme Reveal

NAPA and Hendrick Motorsports sought show off the new paint scheme of the No. 9 Chevy in an exciting new way. While established fans of NASCAR will notice the nuanced differences in the color scheme, we wanted to create a new teaser that would also draw in relative newcomers to the sport and get audiences across demographics excited and boost engagement across channels.

The teaser needed to be evocative of Elliott’s already incredible track record and success, but also instill a new sense of wonder and anticipation for the upcoming season. A track featuring heavy rock elements in compliance with NAPA brand / music standards was selected as the baseline to edit around as previous victory announcements for Elliott faded in and out as a sort of historical motif. This helped create a tangible sense of anticipation and energy as the slow tease of the paint scheme culminated in a rapid fire series of shots of the new car.

I directed and filmed the teaser at the Hendrick Motorsports campus in Charlotte, North Carolina. An extensive shot list and schedule was made and adhered to in order to maximize efficiency in our time with Chase Elliott and his crew. There would be no opportunities for pickup shots. This was also distributed to both NAPA and Hendrick Motorsports social media channels, YouTube, and internal NAPA channels.

Though we expected the teaser to perform well, it surged beyond our expectation. The was highest performing post for NAPA in 2023, gathering just over 7,000 likes and more than 4,700 new followers. This post alone gained NAPA a 12.9% increase in followers.