What did we do?

Working closely with Devlin for his rookie season racing in IndyCar Series, supporting him trackside as he stepped into the Number 29 car for Andretti Steinbrenner Autosport. His first year in the series was a significant moment and we were there to make sure the story was told properly.

Bringing together driver branding, social media, PR and digital into one cohesive approach, everything we delivered was built around Devlin's identity and the commercial realities of racing at IndyCar level. We worked directly with Andretti Autosport, NTT IndyCar Series and his sponsorship partners to ensure those relationships were activated with care and consistency, because sponsor partnerships are central to how the series operates.

On the ground, we developed videography and original content to bring fans closer to Devlin's world, going beyond the race results to capture the experience of a rookie finding his feet in one of motorsport's most demanding paddocks.