The Challenge
Citizens was one of several banks at the 2025 Detroit Grand Prix, all competing for attention in a crowded sponsor field and a stimulation-heavy venue environment. The brief called for a single asset that could be used to bring awareness to the partnership on social, on-site and inside local branches.
The Insight
Detroit has real pride in this event that takes over the downtown streets. Citizens helps racing fans make sense of their money and champions the fan journey, so they can make the most of the moments that matter to them — that they’re made for as fans. That was the platform: Made for This.
What I Did
I made short-form video built to work across the various contexts of social and digital signage. Illustration-led animation added an element of excitement that static creative couldn’t and helped fans get hyped for race weekend.
My Role: Content Creator (CW, Designer & Animator/Editor)
Social
In-Branch/On-Site Digital Signage
Credits
CW: Andrew Ralston Smith
Designer/Illustrator: Andrew Ralston Smith
Animator/Editor: Andrew Ralston Smith
