The 2021 Mint 400 Social Capture
Scope
BFGoodrich needed boots-on-the-ground content coverage at the legendary Mint 400—one of the most iconic off-road races in the U.S. The goal was to capture the energy and grit of the event in real time, delivering authentic, high-impact content to fuel BFG’s social media presence throughout race weekend.
Creative Direction
Working alongside the BFGoodrich social team, I was tasked with creating spontaneous, in-the-moment content that told the story of the brand’s presence at the Mint 400. With limited prep and a fast-moving environment, I relied on instinct, agility, and a sharp creative eye to identify and capture compelling moments as they happened.
This was a personal growth project—one that pushed me to blend storytelling with speed and deliver polished content under pressure.
Content Creation
Armed with my mirrorless Canon R5, I embedded myself in the middle of the action—shooting and editing both stills and video on the fly. Responsibilities included:
Real-time photo and video capture
Fast-turn editing for Instagram Stories and posts
Capturing behind-the-scenes brand moments
Highlighting vehicles, drivers, and BFG product in action
Delivering daily content recaps for social publishing
Every example here was shot, edited, and delivered in the moment—bringing the raw energy of the Mint 400 straight to BFGoodrich’s audience by myself while immersed in the one of the most badass races I have ever witnessed.
Results
The social coverage delivered authentic, boots-in-the-dirt content that helped amplify BFGoodrich’s presence at the Mint 400. The real-time visuals resonated with fans, gave the brand a strong voice throughout the event, and added excitement and immediacy to BFG’s digital storytelling. This project also marked a key step in expanding my own capabilities as a content creator—proving what’s possible with the right mix of hustle, instinct, and a camera in hand.
Interviews
Lead pit mechanic Tucker Conroy behind the scenes interview.
Phil Blurton on what it takes to go back to back to back with 3 consecutive races and the holidays in-between.
On the spot interview with Jack Olliges before he set out to defend his title on the track.
Full Throttle Social
We put off-road fans right in the action at the Mint 400 with a high-energy social campaign that brought the race to life. Through dynamic storytelling, a live video grid walk hosted by Sarah Price, and in-the-field live posting, we delivered real-time excitement straight to the BFGoodrich audience. I captured high-production footage for owned channel reels and exhilarating photography for carousel posts, creating a fully immersive BFGoodrich Mint 400 social experience. In just four days, we generated 50+ brand assets, impressive engagement, and major impressions, proving that when it comes to off-road, BFG is all in.
Photography
I had the time of my life capturing the most badass trucks on the planet.
Building content and capturing on the Fly
By stroke of luck I got to meet Eli from Goldies Garage and see his beauty of a classic truck build. I met Eli again out on the track directing traffic for the Mint 400 where we made friends and featured him on our BFGoodrich social channel. Tough truck!
In the Moment
These two champions made light contact near the finish, leading to Luke McMillin’s dramatic rollover in a heavily dusted corner. Rob MacCachren unintentionally flipped Luke’s truck, but their bond—strengthened by their shared victory at the 2021 Baja 1000—remained unshaken. In a true display of sportsmanship, Rob helped Luke’s truck back up, only to be met with Luke’s shout to "Go win the race!"
Captured from the crowd’s perspective, this moment of class and camaraderie became an instant off-road racing legend. The photo amassed 2.1 million paid and organic impressions on Facebook and was featured in AutoWeek and TheCheckeredFlag.co.uk.