Mobil 1 wanted to tell a story beyond its product that represents greatness, achievement, and steadfastness. So I came up with a way to connect the brand to a human experience. Athletes have shared that the only moments they have to themselves would often be before games during their solo drives to the stadium. So we hit up some athlete friends to tell share their stories during their rare moments of solitude—driving their cars.

I Am Athlet'e’s Behind the Drive (BTD) series, in partnership with Mobil 1, was an intimate, limited interview series where we explored the everyday lives of a group of young athletes. For many athletes, the drive to and from the game is sacred — a liminal space between intensity and stillness, noise and reflection. It’s where they process, prepare, and come back to themselves. We asked to ride along. What we captured was raw, honest, and human.

We developed BTD to normalize soft moments and the importance of reflection and mental resetting. They reflected on their “why,” their early moments of being signed, and the obstacles they’ve overcome.

Work:

• Video treatment

• Strategy

• Creative direction