Six months of campaign content. One production day.
Digital Spark developed and produced an integrated menswear campaign for global apparel brand Coofandy, featuring NASCAR driver Christopher Bell of Joe Gibbs Racing. With limited time with Christopher and approvals spanning three organizations, we brought creative direction, video, photography, styling and social content together in a single day at Joe Gibbs Racing.
The brief
Coofandy came to us during a period of serious global growth. After entering Amazon North America, the menswear brand grew from more than $6 million in annual sales in 2016 to a reported $400 million in 2024. By then it had reached more than 20 million customers, built nearly a million social media followers, and expanded across North America, Europe, Japan and Australia.
As it invested more in the U.S. market, Coofandy became a lead sponsor of NASCAR driver Christopher Bell for the 2026 season. It needed campaign content that matched the scale it had reached and introduced the brand to a wider American audience.
The content had to raise the standard set by its previous campaign and make the most of a limited window with Christopher. It would support Spring/Summer, Prime Day and Holiday releases across paid and organic social, eCommerce, product pages and the Coofandy website.
And it had to be more than sponsorship coverage. Coofandy wanted a campaign that connected its clothing to Christopher's life as a driver, husband and father, true to him and true to the brand.
The approach
Everything had to be captured in one day, inside an active NASCAR training facility and garage. Concepts, scripts, storyboards, wardrobe and individual shots all needed sign-off from Coofandy's global marketing team, Christopher's talent and sponsorship representatives, and the Joe Gibbs Racing marketing team.
So the work happened before the shoot. Every scene and wardrobe look was storyboarded, approved and mapped to the channel it was for. That let our motion and stills teams work in tandem through three hours of photography, three hours of video, eight wardrobe looks and several environments, capturing scripted content, candid interviews, eCommerce and lifestyle photography and behind-the-scenes in the same day.
The "Dress the Journey" concept moved Christopher through the JGR studio, the garage and a staged race car, from his fire suit into Coofandy's seasonal menswear. The interviews stayed on what he talks about naturally: racing, family, milestones and lessons from his father. With every approval settled in advance, the day never felt rushed, and his personality came through with the clothing at the center of the story.
The result
Coofandy left with a coordinated library of motion and stills built to run on its marketing calendar from Spring/Summer through Holiday 2026: six short-form campaign videos, a hero website video, eCommerce, product and lifestyle photography, native vertical content for paid and organic social, and behind-the-scenes video and imagery.
More than a set of deliverables, it is one visual system that carries every release and seasonal moment in the same creative direction, all from a single production day with high-profile talent.
- 1production day at Joe Gibbs Racing
- 6+months of campaign content
- 8styled wardrobe looks
Common questions
What did Digital Spark manage for the Coofandy campaign?
The whole engagement, from creative development to final delivery: creative direction, concept, scripting, storyboards, production planning, styling and art direction, talent coordination, photography, video, social content, post-production and asset delivery.
How did you capture six months of content in one day?
Pre-production. Every concept, scene, wardrobe look, location and deliverable was planned around Coofandy's campaign calendar before the shoot. We captured photography and video together wherever we could, and built the schedule around Christopher's availability and the working day of an active NASCAR garage.
How were approvals managed across three organizations?
Storyboards, scripts, visual references, wardrobe plans and shot lists went to Coofandy's global team, Christopher's representatives and Joe Gibbs Racing before the shoot, so everyone signed off on each scene and its intended use. Settling that in advance is what kept the day moving.
Can you shoot photography and video in the same production?
Yes, and it is often the most efficient way to buy both. Planning motion and stills together from the start lets one crew share lighting, talent, wardrobe and locations, and keeps the video and photography in the same visual language.
Can you build a campaign around limited talent availability?
Yes. Working with athletes and other high-profile talent usually means a short window. We list every asset and channel first, then build the creative and the schedule around the time available, working with the talent's representatives and partner organizations on approvals, usage and logistics.
