Created for Crown Royal’s touring IROC brand experience, this short documentary features NASCAR champion Kurt Busch reflecting on the history and legacy of auto racing. Combining an original interview with archival racing footage, the film connected Busch’s participation in the event with the larger tradition of the sport—and was exhibited to race fans as the experience traveled to NASCAR events across the country.
The project grew out of my ongoing work producing original motorsports content for Crown Royal. For this piece, the objective shifted from online programming to creating a film that could live within a physical brand experience and connect directly with NASCAR fans.
I worked with NASCAR’s media team to research, source and secure licensing for archival racing footage, then hired and worked with a writer to develop the narrative. I traveled to the Roush Racing facility to direct and conduct the interview with Kurt Busch, using his perspective as the contemporary thread connecting the archival material to the history of the sport.
I then edited the documentary, bringing the interview, script and historical footage together into a film designed to celebrate racing heritage while naturally connecting Crown Royal and IROC to that legacy.
