Campaign Strategy & Multicultural Marketing
Building one of NASCAR's most successful multicultural marketing platforms.RoleCreative Director at Marca, NASCAR Hispanic Market Initiatives (2014 – 2015) — led creative vision and experience architecture for NASCAR's Hispanic marketing platform.
Business ChallengeNASCAR's historical perception among Hispanic audiences was a real barrier, and translated advertising alone wouldn't earn trust.
Leadership ResponseShifted the strategy from race-day promotion to relationship-building — an integrated bilingual platform combining influencer partnerships, community activations, and storytelling.
OutcomeLed creative direction for NASCAR's Hispanic-market platform, Te Mueve.
Executive SignalProves cultural fluency and cross-functional creative leadership — translating audience research into a strategy that earned trust rather than just attention.
Overview
As Creative Director at Marca, I led the creative vision for NASCAR Te Mueve—an award-winning multicultural marketing platform that helped introduce NASCAR to millions of Hispanic fans through digital experiences, social campaigns, live activations, content, and community partnerships.
The Decision Behind the Platform
What Was HappeningNASCAR's historical perception among Hispanic audiences was a real barrier — the sport felt geographically and culturally distant — and the brand needed to grow this audience without alienating its existing fan base.
My MandateAs Creative Director at Marca, I led the creative vision and experience architecture for NASCAR's Hispanic marketing platform.
The ProblemAudiences don't owe a brand their attention — earning trust required more than translated advertising, and the platform had to balance authenticity with NASCAR's existing brand heritage.
The Decision I MadeWe shifted the strategy from race-day promotion and traditional advertising toward relationship-building — an integrated bilingual platform (NASCAR Te Mueve) built on culture, family, and community, combining influencer partnerships, community activations, and storytelling rather than a single ad campaign.
What I Chose Not to DoRejected simply translating existing NASCAR advertising into Spanish, and rejected a race-day-promotion-only approach.
Why That Tradeoff Was CorrectResearch showed Hispanic audiences respond to brands that show up consistently and invest in relationship-building over one-off promotion — authenticity, not advertising volume, was the actual lever for changing perception.
Organizational InfluencePartnered with marketing, editorial, sponsorship, product, broadcast, and brand leadership teams to bring the platform to life across every touchpoint.
What ChangedAn integrated bilingual campaign platform spanning digital, social, experiential, and live activations, rather than a single translated advertising campaign.
Measured OutcomeLed creative direction for NASCAR's Hispanic-market platform, Te Mueve.
The Challenge
NASCAR's historical perception among minority audiences presented a steep barrier. For many Hispanic consumers, the sport felt geographically distant, culturally narrow, and disconnected from the family traditions and community experiences that shape how fandom is passed from one generation to the next.
Awareness and cultural relevance within Hispanic markets remained low. The opportunity was not simply to advertise races—it was to build trust, demonstrate respect for the audience, and earn a place in their lives before asking for attendance or viewership.
“The goal wasn't simply to reach Hispanic audiences. It was to earn their attention, trust, and participation.”
NASCAR Mexico and broader multicultural initiatives created momentum, but they also raised the stakes. Every touchpoint had to balance authenticity with brand heritage—honoring NASCAR's legacy while making room for new stories, new faces, and new reasons to care.
Introducing NASCAR Te Mueve
NASCAR Te Mueve became NASCAR's integrated Hispanic marketing platform—a cohesive invitation into the sport built on culture, connection, and community rather than race-day promotion alone.
Rather than translating NASCAR for a new audience, we reframed the brand around universal themes—family, pride, competition, and belonging—while respecting the cultural specificity that makes Hispanic marketing effective.
Research & Insights
Audience research shaped every strategic decision. We studied Hispanic consumer behavior, sports fandom, family culture, and the influence of community leaders who help audiences discover and adopt new passions.
Mobile-first engagement and social-first content strategy were essential. Regional market insights revealed that relevance could not be manufactured at the national level alone—it had to feel local, personal, and culturally fluent.
The research made one truth unavoidable: Hispanic audiences respond to brands that show up consistently, listen carefully, and invest in relationship-building over one-off promotion.
Strategy
We shifted from traditional advertising toward relationship building—designing a platform that could live across channels and over time.
The strategy integrated influencer marketing, community partnerships, storytelling, bilingual creative, social campaigns, live activations, video, content marketing, digital experiences, event marketing, and cross-channel engagement. Each channel had a role; together they formed a coherent invitation into the sport.
Campaign Storytelling
I directed the featured campaign film below — a centerpiece of the multicultural platform designed to introduce NASCAR to Hispanic audiences through emotion, culture, and shared passion rather than race-day promotion alone.
“Authenticity—not advertising—became the strategy.”
Multi-Format Content System
The campaign adapted across multiple formats, audiences, and placements—extending the platform's emotional core into short-form stories built for social discovery, broadcast, and in-market engagement.
Digital Experiences
Supporting executions extended the platform into social content, event environments, interactive experiences, and in-market activations that made the brand tangible in communities where trust is earned face to face.
We built an integrated campaign ecosystem designed to work across web, mobile, paid media, organic social, retail, events, track activations, interactive experiences, print, outdoor, video, and broadcast.
Trackside Campaign
Race weekends became living proof of the platform—where track banners, digital signage, venue branding, and experiential creative turned Hispanic fandom into a shared, visible presence in the sport.
Community Activations
Driver meet-and-greets, fan experiences, community events, social engagement, and Hispanic family activations brought the platform into the places where trust is earned—face to face, in culture, and across generations.
My Role
As Creative Director, I led the creative vision and experience architecture for NASCAR's Hispanic marketing platform in partnership with Marca.
Creative Direction
UX Strategy
Experience Design
Campaign Architecture
Content Strategy
Video Direction
Integrated Marketing
Executive Presentations
Stakeholder Leadership
Cross-functional Collaboration
Art Direction
Production Leadership
Results & Impact
2015
Hispanic Sprint Cup viewership growth360°
Integrated CampaignNational
Hispanic Marketing PlatformMulti-market
Race ActivationsDigital + Social
Connected EcosystemGrowing
Hispanic Fan Engagement- Helped reposition NASCAR among Hispanic audiences through authentic, culturally grounded storytelling.
- Increased cultural relevance by shifting from promotion to relationship-building across digital and experiential channels.
- Expanded awareness in multicultural markets through integrated 360° campaign architecture.
- Established scalable frameworks for bilingual creative, social content, and cross-channel engagement.
- Strengthened participation across digital, social, and live experiential touchpoints.
- Led creative direction for NASCAR Te Mueve, the sport's Hispanic-market growth platform.
- Created a foundation for future NASCAR multicultural initiatives.
What I Learned
Great campaigns generate awareness.
Great platforms change perception.
NASCAR Te Mueve demonstrated how thoughtful experience design, authentic storytelling, and cultural respect can help reshape how an iconic brand connects with entirely new audiences.
Audiences do not owe brands their attention. Trust is earned through consistency, cultural fluency, and respect—especially when introducing a sport with decades of established identity.
The audience growth was gratifying, but the deeper outcome was proof that NASCAR could grow by listening first and building stories that audiences could see themselves inside.
Sometimes the most powerful creative work is not the loudest—it is the most honest.
What This Demonstrates
NASCAR Te Mueve demonstrates creative leadership grounded in audience research rather than assumption: translating a real cultural barrier into a strategy built on trust and relationship, not just visibility, across a fully bilingual, cross-functional campaign.
