LARGE-SCALE EVENT PRODUCTION

ELF Indy 500

Driving Change for Women with e.l.f.

CORE SERVICES

Event Design | Asset Creation | Event Production | Security | Talent Selection and Management | Partner and Sponsor Management | VIP Management

The e.l.f. activation at the Indy 500 aimed to honor Katherine Legge, that year’s only female driver, and the thousands of female race car fans who attended. As the first female-focused event in the Indy 500’s 108-year history, it set out to harness e.l.f.’s community-driven spirit in a traditionally male-dominated environment, recognizing the 40% female audience and championing a new era for women in motorsports.

Designed to empower, All Terrain transformed a 40×40 space in the Motor Speedway’s Midway into an immersive Lip Oil Change station, welcoming more than 17,000 guests. Attendees swapped old products for e.l.f. essentials, received on-the-spot glow-ups from a dedicated pit crew, and explored first-of-its-kind digital activations, ranging from a Roblox race-world to a Snapchat AR lens.

Our creative approach

Our approach combined reimagined assets from the original Lip Oil Change event with newly fabricated elements designed for the Indy 500. Every detail, from the storytelling wall spotlighting legendary women drivers to the interactive product stations reflected e.l.f.’s mission to empower fans and highlight Katherine Legge’s historic role.

INTERACTIVE EXPERIENCE

We brought e.l.f. products front and center with free lip essentials, makeup touch-ups, and immersive tech tie-ins. Guests left encouraging messages for Legge, tested a custom e.l.f. racing Snapchat lens, and raced inside a Roblox world where the real Indy 500 was streamed live. This blended on-site excitement and virtual engagement into one cohesive brand moment.

COMMUNITY ENGAGEMENT

The activation boosted e.l.f.’s female-forward momentum, generating 12,000+ new Beauty Squad sign-ups and distributing nearly 30,000 products. Exclusive merch, a Twitch live tour, and enthusiastic brand ambassadors further connected fans to e.l.f.’s inclusive spirit. By centering on women’s empowerment in racing, this pop-up reinforced e.l.f.’s community-first commitment, turning the race into a catalyst for deep brand connection.