SME designed and executed NASCAR’s World’s Loudest Billboard, a record-breaking Times Square activation combining creative storytelling with technical engineering. Reaching 133.7 dBC, the installation earned a Guinness World Record and transformed traditional outdoor advertising into an immersive, multisensory experience.

Working alongside Guru House, SME brought NASCAR’s unmistakable energy to one of the world’s busiest advertising destinations, introducing the sport to new audiences. The activation generated excitement ahead of the Daytona 500, strengthened NASCAR’s presence across live and broadcast channels, and demonstrated how bold ideas and fabrication can turn a billboard into an unforgettable brand experience.