Role: Design Director, TBWA\Chiat\Day

As Design Director at TBWA\Chiat\Day, Erik collaborated with the creative team to extend Pedigree's brand identity into the world of NASCAR.

The challenge was simple: create a race car and driver suit that could be recognized instantly at 200 mph while remaining unmistakably Pedigree.

The NASCAR program rotated between Mars brands including Snickers, M&M's, Combos, and Pedigree, with each requiring its own distinct visual identity throughout the season.

The program extended beyond the track through a series of limited edition die-cast collectibles, giving fans a way to own a piece of race day long after the checkered flag.

Dogs Rule.