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
A race weekend is a series of moments fans live for: the pre-race buildup, the green flag and the final lap. Citizens helps people make the most of their money so they’re ready for the moments that matter. On race weekend, that meant showing up for the moments fans are made for. That was the platform: Made for This.
What I Did
I concepted and produced a single illustration-led animation designed to flex across every context: social feeds, on-site digital signage and in-branch screens. I wrote, designed and animated it end to end.
Animation gave the piece energy and motion that static sponsor creative couldn’t match, and let Citizens stand out in a venue saturated with logos. It was one asset, built to earn attention wherever a fan encountered it.
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
