Our automobiles say a lot about who we are. We all have a car story. For Tim Mcgraw, driving a car means freedom.

To hit the road, to listen to music. The open road of his rural environment is a constant source of inspiration. Its landscape plays a role in crafting his award winning country music. Where Tim first begins thinking about his music is ultimately where most of it is consumed. Tim’s songs give his fans a soundtrack for their own drives, and a melodic score to the places and experiences their vehicles take them.

Storytelling Through a Brand Lens

While the content focused on the human side of driving, it was still deeply tied to Pennzoil’s mission: to protect what moves you. We helped tie the emotional tone back to the brand’s promise with:

• Subtle logo integrations and callouts throughout video content
• Social templates and motion graphics aligned to the campaign identity
• Toolkits for adapting the content across paid, organic, and in-store use

Everything had to feel cinematic, nostalgic, and authentic — like a Sunday drive through memory lane.

Celebrity Meets Authenticity

Tim McGraw added star power — but the heart of the campaign was the people and their stories. Our design system supported that balance, letting the storytelling lead while subtly reinforcing the brand.

We developed visual overlays, interview setups, and environmental design that kept the vibe intimate and real — never overly produced or pushy.

Impact & Reach

• National TV and digital campaign with high audience engagement
• Positive brand lift for Pennzoil in emotional relevance and recall
• Extended campaign life via social cutdowns, digital activations, and branded content reuse

“Car Stories” reminded audiences why cars matter — and why the oil that protects them matters too. Tim brought the voice, the drivers brought the heart, and the design tied it all together.