Turning a global sponsorship into a year-long love letter to motors, mods, and the people who care way too much about both.
The Idea
This wasn’t just about race cars. It was about what makes people obsessed. From wrenching in a garage to scrolling eBay listings at 2 AM. Our job? Show that eBay isn’t just a sponsor on the side of a car. It’s in the DNA of the culture. We built an entire year of content that gave gearheads, drivers, and DIY-ers something to feel seen by.
What We Made
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What We Made 🏎️
eBay Lane
An interview series that put Lando Norris and Zak Brown in the same seat to talk questionable eBay purchases, childhood obsessions, and racing shenanigans. Quickly becoming the most viewed pieces in the eBay Motors pages.
And, of course, a little something special for each race…
For Silverstone, we tapped the McLaren F1 Team’s mechanics to tell the story of the sport, through all the parts that made it possible.
For Austin, we went all in on the vibe of the city. Creating a teaser that showcased a fan’s journey and how they translated their passion into a whole car build (which we later showed off at the actual track).
For Vegas, we put that same muscle car build up for Auction, and created a short teaser to drum up some hype.
Across every piece, we kept the focus tight: real passion, real people, real parts.
From the shop to Sixth Street, the work celebrated true fan stories, and the true culture behind each track.
The Results?
+58%
Trust Perception
2.6B
Total Impressions