EVENT IN A BOX: MOTORSPORTS

Carvana is partnering with Jimmie Johnson to bring a custom "event in a box" activation on the road to NASCAR events throughout the season. Designed to travel alongside the LMC/Jimmie Johnson hauler, the activation gives fans a hands-on, race-inspired challenge that captures the reflexes and precision of a driver, all wrapped in Carvana blue. Built mobile, weatherproof, and quick to set up or break down, it's meant to deliver a premium fan moment anywhere the tour stops — with a shot at winning an exclusive Carvana/JJ racing jacket.

PROJECT TYPE

Branding, Brand Activation

TEAM

Visual Design + Creative

The Creative team kicked things off with a round of brainstorming,
pitching several concept directions before landing on a driver-reflex challenge that tied naturally to Jimmie Johnson's racing background.

From there, Visual Design took the chosen concept and built it out — using AI to help generate a surreal background. The background incorporates Jimmie Johnsons paint schemes in our Car Vending Machine and being carried away by our Haulers showing our speedy Same-Day Delivery.

We wanted the challenge name to reflect both Carvana’s business model and the visual identity of the game. We landed on the Carvana Same-Day Delivery Challenge to highlight the speed, efficiency, and momentum behind our delivery experience.