DAYTONA BEACH, Fla. (April 30, 2013) — Scheduled to share the stage with Nicole Richie, Sarah Jessica Parker, Hank Azaria and other Hollywood celebrities, up-and-coming NASCAR star Dylan Kwasniewski today will unveil at the 2013 Digital Content NewFront in New York a 10-episode docu-series following the 17-year-old’s quest to become a top driver in the sport. In attendance for today’s presentation will be more than 700 brand advertisers, marketers, agencies and digital and TV media buyers.
"Flat Out," which is co-produced by NASCAR and Vuguru, will premiere later this year on AOL On Network, AOL’s premium video platform and curated video hub. Following Kwasniewski as he finishes his senior year of high-school and adjusts to his new NASCAR team, Turner Scott Motorsports, “Flat Out” is an unscripted, inspirational, real-life documentary series about a teenager trying to prove himself on the track while balancing family, school, friends and newfound celebrity away from the track.
"Flat Out" is NASCAR’s second original production greenlit in as many months and is a product of the sanctioning body’s Los Angeles-based Entertainment Marketing Division. Led by NASCAR Vice President Zane Stoddard, NASCAR’s Entertainment Marketing Division is continually integrating NASCAR into mainstream pop culture in an effort to expand the sport’s reach to new fans. In addition to television and film integrations and talent acquisition for NASCAR events, Stoddard and team are methodically developing and pushing out original productions like “Flat Out,” highlighting once again for Hollywood some of the most compelling stories within the NASCAR universe for both the big and small screen.
"There are so many great stories within NASCAR but Dylan’s stands out," said Zane Stoddard, NASCAR vice president of entertainment marketing and business development. "It’s hard to find someone with a more unique and inspiring life, let alone a 17 year old, and we think ‘Flat Out’ will appeal to a very broad audience."
Vuguru LLC is an independent studio that develops and finances scripted, story-driven content for digital and international platforms. Founded by Michael D. Eisner’s Tornante Company and backed by Canada’s Rogers Media, Vuguru develops, finances and licenses premium scripted content to a global set of distribution partners. "Flat Out," which Vuguru is producing in partnership with NASCAR, will be the company’s first non-scripted original production.
"Vuguru's success comes from great storytelling for audiences across multiple platforms," said Larry Tanz, CEO of Vuguru. "We are excited to partner with NASCAR and NASCAR Productions to bring Dylan’s story to life and expand our relationship with AOL On, creating ‘Flat Out’ for mainstream consumers and racing enthusiasts alike."
NASCAR Productions' "Flat Out" will be an anchor of AOL’s slate of new original web series that was announced today across autos, entertainment, tech, style, business and food. These new series feature well-known celebrities as well as influencers on the rise and all are slated to premiere throughout the coming months.
AOL, the No. 1 premium curated video network on the web, bridges the gap between premium digital video and TV and has a proven track record of successful franchises including Moviefone’s "Unscripted," "The Engadget Show," Autoblog’s "The List," AOL Autos’ "Translogic," AOL On Parenting’s "Little Women, Big Cars" and AOL Music’s "Sessions." Through its original production, curated programming and video distribution across partners and screens, AOL is creating a seamless, high-end video experience for advertisers and consumers.
"People who watch video on AOL gravitate towards authentic stories about interesting people and ‘Flat Out’ is just that," said Karen Cahn, Head of Original Video, AOL. "Dylan’s story of overcoming personal tragedy and rising to become a NASCAR phenom is beyond inspiring."