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—inspired by the real-world intensity of life in the pit.
VIZIO and Mobil Fuel wanted to tap into the exploding popularity of Formula 1 and motorsports culture while creating a premium entertainment series built for a highly specific consumer audience.
Developed and produced by Junk Drawer, Making the Lane follows six pit-lane hopefuls as they battle through physical, mental, and mechanical challenges—
Client: Vizio & Mobil Fuel
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Guided by former Red Bull F1™ technician Calum Nicholas, contestants competed for the Golden Mobil Helmet, grant money, and a year of fuel through the Exxon Mobil Rewards+ Program.
Created at the height of the F1™ boom, the series was built hand-in-hand with VIZIO, Mobil Fuel, and agency partners from day one. Using Walmart’s deep audience intelligence and targeting capabilities, the creative was intentionally shaped around a key demographic while still delivering broad entertainment appeal.
From filming at iconic racing destinations like Sebring International Raceway to building a custom competition world inspired by the pressure and visual language of Formula 1, Junk Drawer crafted a branded entertainment series that feels immersive, cinematic, and watchable.
Making the Lane worked because it gave every stakeholder what they needed: Mobil got brand-world storytelling around performance, VIZIO got premium programming, Walmart’s data helped shape the audience strategy, and viewers got a real competition series instead of a long-form commercial.
