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The documentary aspect of "DIRT" delved into the unique nature of rally racing in Barbados, where the sport’s accessibility is key to its communal appeal. Rally racing is free to spectate, allowing fans to engage with the sport up close, adding a layer of cultural richness to the event. The editorial film captured the raw energy of the race while also reflecting on how deeply embedded rally racing is in the fabric of Barbadian culture.
Known as the "Bulldog," Jeffrey Panton is a seasoned rally driver with an impressive track record, including his 2017 victory as the Barbados Rally Champion. Panton’s deep connection to the sport, dating back to the 1990s, reflects a family legacy that spans decades. His partnership with co-driver Michael Fennell has made him a dominant force in the rally racing world, and this project highlights that legacy through visual storytelling and dynamic branding.
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"DIRT" captures the essence of rally racing in its purest form. Collaborating with Jamaican rally driver Jeffrey Panton, we explored the visceral connection between driver, car, and community. A key aspect of this project was the unique nature of rally racing as a free-to-spectate sport, which allows the entire community to engage with the event up close. The project brought our shapeshifting branding to Panton’s Skoda as we documented his participation in a 3-day stage race in Barbados.

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Final product (left) ++ Original sketch of the concept (right). It was important that all five senses were apart of this project... hence why we even scored a custom track for this.

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design exploration with the team -- we decided it would be more impactful to play into the shapeshifting blue with chrome...

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We applied our shapeshifting branding concept to Panton's Skoda, using dynamic visual elements that evolve with the movement of the car. The branding reflected the intensity of the race, capturing both the high-speed action and the precision required in each stage. As Panton navigated the rugged terrains of Barbados, the car became a living canvas—blurring the lines between speed and artistry.

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