Ferrari Challenge Race Series
Daytona International Speedway - Daytona, FL
2022
The Ferrari Challenge is an exclusive racing series designed for Ferrari clients who share a passion for motorsports. In 2022, the series arrived at the legendary Daytona International Speedway to celebrate its 30th anniversary—an event that needed to honor both Ferrari’s iconic brand and Daytona’s storied racing heritage.
With over 2.5 miles of track and seating for more than 100,000 spectators, creating an intimate yet immersive Ferrari experience was no small feat. As the creative lead for Wasserman Experiential, I led an approach that leveraged Ferrari’s rich legacy to deliver a high-impact brand presence while elevating the event’s exclusivity.
To make a bold statement, we integrated over a mile of Ferrari branding along the track, ensuring visibility for both attendees and broadcast audiences. A striking 40’ x 60’ Scuderia Ferrari logo was painted near the finish line, reinforcing the brand’s dominance. We designed a custom podium showcasing sponsors and Ferrari Challenge branding, while replacing existing venue signage with Ferrari-branded visuals. Additionally, wayfinding elements such as A-frames and flags seamlessly guided guests through the experience.
This immersive strategy resulted in a visually stunning, brand-rich environment that left a lasting impression, solidifying Ferrari’s prestige in the world of motorsports.
With over 2.5 miles of track and seating for more than 100,000 spectators, creating an intimate yet immersive Ferrari experience was no small feat. As the creative lead for Wasserman Experiential, I led an approach that leveraged Ferrari’s rich legacy to deliver a high-impact brand presence while elevating the event’s exclusivity.
To make a bold statement, we integrated over a mile of Ferrari branding along the track, ensuring visibility for both attendees and broadcast audiences. A striking 40’ x 60’ Scuderia Ferrari logo was painted near the finish line, reinforcing the brand’s dominance. We designed a custom podium showcasing sponsors and Ferrari Challenge branding, while replacing existing venue signage with Ferrari-branded visuals. Additionally, wayfinding elements such as A-frames and flags seamlessly guided guests through the experience.
This immersive strategy resulted in a visually stunning, brand-rich environment that left a lasting impression, solidifying Ferrari’s prestige in the world of motorsports.
