INDIANAPOLIS, Ind. — IndyCar unveiled its brand campaign — “A Different Breed” — for the NTT IndyCar Series season. The program that showcases the extraordinary mindset of IndyCar drivers features narration by Academy Award-winning actor Matt Damon.
“A Different Breed” was created in partnership with Chicago-based agency Schafer Condon Carter to convey the distinctive mental, emotional and physical strength required to excel as an Indy car driver.
These athletes — whether 39-year-old, five-time NTT IndyCar Series champion Scott Dixon or 19-year-old rising star Colton Herta — have the ambition and drive to harness a carbon-fiber rocket at speeds that can reach 240 mph while always aware that the smallest miscue can change everything.
“Fearless and aggressive by nature, our athletes push the limits of speed and possibility every single lap of every single race,” IndyCar President Jay Frye said. “This campaign reflects both the skills and intangibles that set them apart, giving fans an up-close and personal look at what it takes to be an Indy car driver.”
Video content for “A Different Breed” focuses on the athletes’ unique skill set and mentality as described by Damon, the 2019 Indianapolis 500 honorary starter.
The video features several drivers, including Dixon, Herta, two-time series champion Josef Newgarden, 2019 Indy 500 winner and former series champ Simon Pagenaud, 2016 Indy 500 winner Alexander Rossi and 20-year-old emerging talent Patricio O’Ward.
In addition to narration by Damon, DJ/producer MAKJ lends an original song – “Green Light” – to the campaign. MAKJ, a fan of the sport and former professional racer, has collaborated with some of today’s most talented artists, including Steve Aoki, Tinashe, O.T. Genesis and Lil Jon. He also has played some of the most prestigious music festivals including Coachella, Voodoo, Electric Zoo and Ultra.
The campaign’s video content is complemented by dramatic still images energized with a shock of color to contrast the black-and-white heroic images. The campaign style and multiple-driver approach provides the flexibility to seamlessly tailor the creative to the needs of various stakeholders and partners in the sport.
IndyCar tasked SCC with identifying a young, rising director to capture the true voice of the campaign and selected Logan Cascia. As the founder, director and DP of Los Angeles-based Cascia Films, he has produced work that includes Emmy and Peabody award-winning television features, commercials and film festival premieres.