TNT Sports marked its return to NASCAR coverage with a visually striking debut, introducing its “Black Octane” graphics package during its first Cup Series race in 11 years. The design, a collaborative effort with Big Studios, stands apart from traditional NASCAR broadcast aesthetics, merging dark elements with vibrant color accents to create a unique visual identity within the competitive NASCAR broadcasting arena. Jordan Shorthouse, vice president and creative director at TNT Sports, collaborated with Big Studios to achieve what he described as “fast, contemporary, sprinkled with a dash of nostalgia.”
The partnership aimed to integrate the world of NASCAR with the distinct style of TNT Sports – dark, gritty, and high-energy. A virtual track and garage were created, playing with light and shadow and incorporating realistic 3D elements. “We obviously always aim to stand out from the rest of our broadcast partners,” Shorthouse stated in an interview with NCS before TNT’s debut at Atlanta Motor Speedway. “We wanted to make sure that coverage stood out, but we also wanted to make sure that the package, first and foremost, felt credible to the fans.”
This visual strategy directly addresses TNT Sports’ challenge of standing out while aligning with its brand. Amazon Prime Video has significantly raised expectations, while NBC and Fox Sports have maintained long-standing coverage. “Amazon debuted their package… and they’ve certainly raised the bar. We’ve always respected what NBC has done with their coverage over the years. So we knew the bar was high,” Shorthouse acknowledged.
The “Black Octane” package primarily uses dark colors offset by bright accents complementing team colors and car designs. This maintains visual consistency without overshadowing the on-track activity or conflicting with sponsor branding. TNT Sports retained familiar elements in its scoring pylon and inserts, acknowledging viewer sensitivity towards essential race information changes. “We didn’t go too crazy with that,” Shorthouse explained. “We added our own little design style to it, but for the most part, it’s in the same place, animates and functions similar to what you’ve seen in the past.”
Max also utilizes this scoring insert system for its exclusive onboard camera coverage, branded as “NASCAR Driver Cam.” TNT Sports previously covered NASCAR from 2001 to 2014, establishing distinctive visual and musical elements. The network’s return holds significant nostalgic value for long-time NASCAR fans. “I was part of the team that used to build those packages back in the day as a young designer,” Shorthouse reminisced. “Covering those six races during the summer was always exciting, and so for us, this is so sweet to be reunited with the NASCAR family after so many years.”
The design also supports TNT Sports’ coverage of NASCAR's new in-season tournament, with head-to-head matchups. TNT Sports created an alternate broadcast on TruTV dedicated to the tournament, featuring Larry McReynolds and Jeff Burton. This approach allows for a deeper focus on individual matchups while the main TNT broadcast covers traditional race coverage. “This is a perfect exercise for our altcast coverage. It’s almost tailor-made for it,” Shorthouse noted regarding the tournament format, drawing inspiration from successful in-season tournaments in other sports, particularly the NBA’s midseason tournament.
The production of TNT’s five-week NASCAR package utilized resources comparable to those used for full-season sports. “Even though it’s packed into five weeks, our treatment of it, the elements that we deliver, the amount of elements that we build for this is equal to what we would do for an MLB regular season or NBA,” Shorthouse observed. “I’m just excited to see this package. It’s so different from anything anybody else is doing, specifically with NASCAR,” Shorthouse concluded. The enthusiasm reflects the network’s long-awaited return to NASCAR coverage. “It’s been a long year getting ready for this. We’ve seen the light off in the distance forever. It seems like forever ago, and we’ve gone through our season of sports,” Shorthouse added. “And finally, finally, finally, we’re here at our first race in Atlanta… All the anticipation’s been built, and we’re ready to start.”
TNT Sports’ NASCAR coverage continues through the Brickyard 400 at the end of July, with Dale Earnhardt Jr., Steve Letarte, and Adam Alexander on the broadcast team. The network's return represents a homecoming to a sport integral to its summer programming identity for over a decade. For fans remembering TNT’s distinctive racing coverage from the 2000s, the design balances familiar energy and modern sophistication.