77 Ventures Creative and Boomshot Steer NASCAR Into the Future with Cinematic Campaign for Prime Video

Agency 77 Ventures Creative and Boomshot partnered to concept and produce the NASCAR on Prime marketing campaign, bringing deep NASCAR expertise to the project.

The two companies have collaborated on NASCAR work since the 2016 Daytona 500, with a long-standing creative rapport built around the brand’s evolving identity.

For this campaign, 77’s first with Prime Video, the team developed a bold, future-forward concept centered on Steve Letarte and Dale Earnhardt Jr., leveraging the pair’s long history. The idea of putting Earnhardt Jr. and Letarte behind the wheel of a classic car and using it as a visual bridge to the future of NASCAR came directly from 77’s conceptual work, blending nostalgia with innovation.

Boomshot helmed production, assembling a high-caliber crew including director Trevor Paperny, editor Tommy Button, and post partners Company 3, Unleashed VFX, and Sonic Union, to bring cinematic polish and craft to every frame.

The result is a launch spot that balances emotive storytelling, high-speed energy, and brand authenticity, anchored in 77 and Boomshot’s long history of delivering powerful sports creative.

Shot over five days at Charlotte Motor Speedway, the production combined location green screen, VFX, and high-energy race footage from all five NASCAR tracks. The approach showcased the team’s deep expertise in live-action production and race capture, seamlessly integrating  Earnhardt Jr.’s Chevelle into the broader narrative and building momentum for the season ahead.

Read more on shots!