PROMO DESIGN: NOVELTY FOAM RACING HELMET
XPEL Grand Prix @ Road America - IndyCar, 2024
Overview
More than just merchandise, these oversized foam racing helmets were a one-off experiment in brand engagement. Designed for the XPEL Grand Prix IndyCar race, they were a bold step into creating fun, physical "world building" experiences for fans, transforming the event into an interactive spectacle. It is often difficult to connect core products like "paint protection film" without a more literal device, and a novelty helmet branded with the "PROTECT EVERYTHING" slogan bridged the gap in a hilarious, almost Minion-esque fashion.
Challenge
How to translate a technical, performance-driven brand into a tangible, playful experience? We needed to create a promotional item that would not only stand out at the event but also spark conversation and social media buzz, driving deeper fan engagement.
Solution
I proposed a design for oversized, novelty foam racing helmets in collaboration with foampartyhats.com. These weren't just giveaways; they were conversation starters. We also leveraged the helmets to create unique, "man-on-the-street" style race trivia content, using a tiny mic to capture fan reactions and knowledge, generating organic social media engagement
Outcome
The helmets were a massive hit, both at the XPEL GP and online. They generated significant social media buzz, expanding XPEL’s reach and creating a new, engaging content format. The "tiny mic" trivia segments became a viral sensation, showcasing the brand's playful side and deepening fan connections.
Toolset
Creative concept development with basic sketch, MidJourney, and collaboration with specialty manufacturers (foampartyhats.com), social media content strategy, "man-on-the-street" style video production.
Next Steps
Exploring further opportunities for experiential brand activations and unique content creation. I aim to continue pushing the boundaries of traditional promotional items, transforming them into immersive, shareable experiences that build brand loyalty and drive engagement for emerging & legacy brands alike.
Early Foam Helmet Concept
Photo: FoamPartyHats
Photo: FoamPartyHats
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