Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium. As the project crossed the finished line, we generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value.

Coyne created the first and only DAYTONA Rising 500 - a competition featuring massive construction equipment in place of stock cars that bestowed upon the winners the honor of being the first to officially break ground on the project.