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Case Study / Sports + XR
NASCAR
A new storytelling engine built to turn race-day adrenaline into year-round connection.
01 / The platform
Two environments. One continuous content ecosystem.
Inside NASCAR’s headquarters, Provost transformed a blank black-box space into two immersive production environments: a cinematic, full-scale XR stage designed to place real race cars inside LED worlds, and a flexible scenic studio that can move seamlessly between NASCAR and partner identities.
Every decision began with what happens on camera—from how vehicles enter and move through the XR volume to how lighting, scenery, and branding adapt quickly for recurring formats and sponsor activations.
02 / Two modes of production
Immersion when the story needs scale. Flexibility when it needs speed.
The curved LED volume removes hard corners and supports cinematic, multi-angle coverage around full-size vehicles. A movable LED wild wall adds depth, reflection, and lighting control without rebuilding the stage.
Alongside it, the scenic studio supports desk shows, interviews, stand-ups, partner segments, and wide compositions through instantly changeable displays and layered lighting.
03 / What it enables
From race-day energy to lasting loyalty.
The finished ecosystem gives NASCAR a repeatable way to tell the stories between races: the drivers behind the helmets, the people behind the teams, and the partner narratives that keep fans engaged after the checkered flag.
- Full-scale XR production with real race cars
- Serialized, year-round original programming
- Fast transitions across show formats and partner identities
- Camera-first environments designed around real production workflow
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