Sokal: NADA Show

Ad agency attending one of North America's largest automotive industry events.

problem

NADA Show is crowded with bold messaging and competitive visual real estate. To stand out and truly reflect Sokal’s identity as a forward-thinking automotive agency, we needed a unifying theme that would break through the noise, energize our audience, and embody our point of view.

solution

Automotive retail and sports share a fundamental cultural connection: both are driven by performance, competition, teamwork, and innovation. Dealers are constantly “in the game,” adapting to market shifts and consumer expectations, much like athletes and teams evolving to win. This parallel inspired the Game Changers campaign,a sports-themed approach that positioned Sokal as a strategic teammate for dealers ready to win in a rapidly changing industry.

We developed a cohesive visual and experiential system that transformed the booth into an energetic, game-day environment:

Bold, high-contrast graphics inspired by athletics and stadium design
Playbook-style messaging that framed Sokal’s services as competitive advantages
Environmental signage, collateral, and digital assets working as one unified system

Instead of leaning on generic stock photos, I wanted the campaign to feel grounded and real. I directed and shot a custom sports-themed session with the Sokal team, styling everyone in branded jerseys and athletic gear. These photos became the centerpiece of the whole project. We used them for everything from massive booth graphics to digital ads, giving the brand a much more confident, "team-first" vibe that stock imagery just can't replicate.

By speaking the cultural language of 'sports', the campaign turned heads and created a familiar emotional entry point for attendees — a theme that reframed dealership challenges as opportunities to “win together” with Sokal’s support.

year

2022 - 2023