Art Direction | Photography | Merchandise
To launch Jockey's newest product line, Infinite Cool underwear, we aimed to turn heads and generate buzz in the most unexpected way possible—by literally putting it on display. Enter the Jockey-wrapped No. 1 Chevrolet Camaro, driven by Ross Chastain in the NASCAR Cup Series. But this wasn’t your typical car wrap.
We designed the side of the vehicle to feature a life-sized image of a man—yes, "Ross" himself—lounging confidently in Jockey Infinite Cool underwear. The clever twist? The driver appeared to be sitting inside the car in his underwear. This wrap blurred the lines between advertising and entertainment, tapping into visual wit while showcasing the performance and cooling benefits of the product.
Our photo execution had to be both precise and playful. Using a studio photoshoot with "Ross", we captured the perfect pose and lighting to match the dimensions and flow of the car’s body. The image was then adapted into a dynamic vehicle wrap that held up to NASCAR’s high-speed conditions while delivering a bold visual impact.
The campaign exploded on social media, grabbing attention from NASCAR fans and casual viewers alike. It was shared widely across Instagram, Twitter, and TikTok—generating viral moments, sparking conversations, and positioning Jockey at the center of the race-day spotlight.
This project was a blast to bring to life—taking a product rooted in performance and comfort and launching it into pop culture with personality, humor, and creativity.
