I revel in the challenge of curating experiential motorsports productions. I helped bring both time attack and Gymkhana to the United States. As a result, I was tapped by Ken Block and Hoonigan to create a turn-key experiential motorsports event from scratch in only 52 days. An added twist was that it was set to debut in front of a live, worldwide television audience at the X Games.

I assembled a team and we wrote the rules, created a timing and scoring model, designed the course and made it all work within the confines of a made-for-live-TV format. The result – one of the most excited, most-watched events of the X Games.

Event Director: John Naderi

Agency: Hoonigan Industries

Client: ESPN