Devlin DeFrancesco

What did we do?

Working closely with Devlin for his sophomore season racing in the IndyCar Series, we supported him trackside as he stepped into the No. 29 car for Andretti Steinbrenner Autosport. Alongside this, he competed in the IMSA Rolex 24 at Daytona, driving for Rick Ware Racing in LMP2. The season featured standout moments for Devlin, including a career-best fifth place start at Indianapolis.

We worked directly with Andretti Autosport, the NTT IndyCar Series and his sponsorship partners to ensure those relationships were activated with care and consistency, because sponsor partnerships are central to how the series operates. On the ground, we developed videography and social media content to bring fans closer to Devlin's world, going beyond the race results to capture the experience of a driver racing in one of motorsport's most demanding paddocks.

Bringing together driver branding, social media and digital, everything we delivered was built around Devlin's identity and the commercial realities of racing at IndyCar level. We worked directly with Andretti Autosport, the NTT IndyCar Series and his sponsorship partners on sponsorship activation and partner management, ensuring those relationships were activated with care and consistency, because sponsorships are central to how the series operates. Launching a run of livery collaborations across the season, including TruBar, EVTEC, Sodexo, Capstone Green Energy and a one-off livery courtesy of Ric Flair's WOOOOO! Energy drink sponsorship.

The season also coincided with the premiere of 100 Days to Indy, the docuseries produced by Penske Entertainment and VICE Media Group that gave fans an unprecedented look inside the paddock. It marked a moment of real growth in mainstream attention for the series and we made sure Devlin's own story was being told just as clearly alongside it.

The result

Our strategy of blending personal, behind-the-scenes content with race weekend coverage drove strong engagement across the year, with the account's audience becoming increasingly engaged and increasingly global. The best performing content came from giving fans Devlin's own perspective on his biggest moments, proving authenticity resonates more than simply reposting results.