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1 OVERVIEW
Rally is a high-octane motorsport set in the raw, ungroomed streets of the Caribbean. It is dangerous, community driven, and funded by the dynastic drivers that live for the sport.
"DIRT" is a docuseries concept shot during Rally Barbados, capturing the essence of rally racing in collaboration with Jamaican rally driver, Jeffrey Panton. "DIRT" explores the connection between driver, car, and community, showcasing rally racing’s culturally stimulating, free-to-spectate immersion.
"DIRT" celebrates a deeply rooted tradition with the intention of exciting future generations to participate in rally. The rich history of rally is rooted in LEGACY- and the dynasties of drivers who put their lives on the line during every race.
2 RESEARCH
Throughout development, the Null team has prioritized research. Archival footage, photography, and first hand stories have been collected to advise DIRT directly from the people whose DNA has been embedded with a generational joy rooted in rally.
3 STORY
Within "DIRT" as a series, stories are told from the inside out- history contextualized and the future nurtured through the intimate personal lives of the drivers who fuel Rally. Their lives, careers, and relationships will be a cornerstone to building deeper connections with existing Rally fans and forming new bonds for newcomers to the world of Rally. This window into the inner circles of the Rally landscape will provide further insight, drawing in international fans and sponsors while building each individual driver their own platform.
4 COMMUNITY
A key aspect of this project is the unique nature of rally racing as a free-to-spectate sport, which allows the entire community to engage with the event up close.
Rally is a sport unlike any other- especially when it comes to its fans. The community is an integral part of the sport, a rarity in the racing world. Its organic nature is at the core of its appeal. No shiny, specialized tracks that require a ticket and a new suit to attend. The lack of graded terrain and direct access to the track for fans fosters an electric atmosphere.
5 LOOK & FEEL
The "DIRT " sizzle trailer was shot with warm (tone) cinematic glass on modernized film cameras using 16mm Kodak film to replicate the feeling of the island as it has stood for decades, bringing the shared past time of all Caribbeans to the screen. The expansion of "DIRT" as a series would maintain this feeling through strategic use of analogue and digital formats while balancing archival and live action footage in post, all backed by our bespoke Rally House x Soca soundtrack. Nimble and instinctive crew perform as journalists to capture the heart behind the sport and community. Maintaining the integrity of Rally's image is at the forefront of the "DIRT" strategy- a holistic approach to employing IP as a guideline for long term development of the sports fan and driver bases.
6 LIVERY & DESIGN
The project brought our shapeshifting branding to Panton’s Skoda as we documented his participation in a 3-day stage race in Barbados.
Design popularity and merchandise sales are major factors in drawing an increased number of sponsors to rally. Although sponsorships are in flux season to season, the ability to design merchandise that visually links driver to fan is an invaluable tool to build international recognition and draw sponsor interest. Through the organization of drivers to form a cohesive design ethos for the sport, "DIRT" is a primer to position Rally as a member of the racing worlds global stage.
7 OFFERINGS
