True Car - Free Agents of LA

True Car | Campaign + Initiative

Empowering women in auto racing.

When True Car looked at which drivers they wanted to sponsor, they realized it was a much bigger conversation than that. While nearly every other brand was sponsoring male auto racing professionals, no one was looking at the women in their profession, despite data revealing that their numbers were above the competition. So, our team partnered with True Car and set out on a mission of women empowerment to create the first all women's racing team.

We built a campaign spanning still imagery, documentary-style short films, and a case study that’s inspired the industry. It wasn’t just about putting a name on a car. It was about making history with herstory.