Arrow

A story about life-changing technology

The Challenge

IndyCar driver Sam Schmidt's devastating racing accident left him in a quadriplegic state. Our job was to tell the inspiring story about how Arrow helped him drive again.

 

Our Role

  • Environmental
  • Social Strategy
  • User Experience 
  • Website Design
 

Drag

THE SOLUTION

Create a robust and beautiful website, eloquently communicating the comprehensive story of how Arrow, Sam, and Ball Aerospace came together to bring this concept to fruition. The site featured high-resolution animated .gif's that demonstrated how someone limited to mobility from the neck up can drive solo at 100MPH. TV spots aired across the country during IndyCar racing events and Denver Broncos games, driving traffic to arrowsamcar.com and educating people about this remarkable story. We brought the SAM car technology to life with an interactive installation that travelled the racing circuit and eventually landed permanently at Sports Authority field, featuring a motion-detecting game experience where visitors could experience what it is like to drive a SAM car.

 

“THE DOCTORS TOLD HIM THAT HE'D NEVER WALK AGAIN. THEY DIDN'T SAY ANYTHING ABOUT DRIVING.”

THE IMPACT

Sam’s story resonates with nearly everyone who hears it, regardless of demographic. Our job was to get this incredible story with universal emotional appeal out in front of people, while explaining Arrow’s complex technology in a way that anyone could understand. With high-visibility real estate on the 50-yard line, our Sports Authority Field installment reached tens of thousands of game attendants over the course of one football season. TV spots established major awareness, with the audience being driven to learn more about what Arrow does and the solutions they provide. The SAM car story has continued to generate interest and Arrow is now looking to the future, Five Years Out to be exact, for the next opportunity to showcase how their technology solutions have the true potential to change lives.