Organized Chaos

Organized Chaos


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Leading up to the 102nd Indianapolis 500, ABC wanted to highlight all the changes in IndyCar over the past 12 months but didn’t quite know how to go about doing it. So, they asked INNOVATIVE to produce a feature showcasing the “chaos” around drivers racing for new teams, returning to IndyCar after time away and experiencing the iconic brickyard for the first time.

No concepts or ideas were off limits, allowing for INNOVATIVE to enter the mind of a crazed super fan trying to keep track of the madness.

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To showcase the changes leading into the race, we set up an obsession room with photos, memorabilia, starting grids, newspaper clippings, the famous Borg-Warner Trophy and lots of yarn connecting it all together. Oliver Platt voiced the feature acting as both the voice of reason and one that is going crazy trying to make sense of everything. To tie it all together, video elements and graphic animations were incorporated in the final feature.

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The trust ABC had in INNOVATIVE to pull this project off was established over many years of working closely together. It is a partnership that has a great past and bright future.

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