Turning Uncertainty into Victory:
How Creativity and Grit Led to an
Unforgettable Racing Journey
In 2008, the economy took a nosedive, and for the first time in four years, I found myself with no contracts or projects lined up. It was a tough moment, but sometimes, the best ideas come from unexpected places.
At the time, my friend Joe Bacal—a former Toyota development test driver—was also navigating uncertainty. After 11 years with Toyota, he had left to battle Hodgkin’s Lymphoma and was now a self-employed test driver. One day, as we talked on the phone about our lack of work, Joe had a bold idea: What if we pitched Lexus on racing an LX 570 in the SCORE Off-Road Racing Series in Mexico? The goal was to prove the durability and reliability of the SUV by competing in the longest continuous off-road race in the world—the legendary Baja 1000.
My team at H1 Media got to work, creating 3D renderings of a fully equipped Lexus LX 570 with a roll cage, KC Hilites lights, King Shocks, and full racing livery. We also developed a pitch deck highlighting the exposure and demographics that come with participating in the racing series.
When we presented the concept to Cancer Treatment Centers of America (where Joe had been treated) and Lexus, they jumped at the opportunity. The partnership was born.
When our team arrived at the 2009 Baja 500, we looked like an F1 crew. While other teams had a rough, mismatched appearance, we had a clean-cut factory presence—
engineers in matching gear, a fully branded chase crew, and vehicles that reflected the factory-backed effort.
The results? Nothing short of incredible. In that first race, Joe Bacal took first place in the Stock Full class.
From there, the team raced for five years, earning multiple wins, a championship, and the prestigious Toyota Milestone Award for finishing every race in the series. H1 Media was behind all the graphics, apparel, photography, and video production, capturing the essence of this unforgettable journey.
A huge part of the program’s success was due to Joe’s wife, Teressa Bacal. She played an integral role in keeping the team running smoothly, managing logistics, and providing unwavering support throughout the entire journey. Her dedication behind the scenes helped make this ambitious project a reality.
And that’s what H1 Media is all about—transforming ideas into unforgettable stories.
Stay tuned for more creative projects and stories from H1 Media.
“It is not often that I meet someone who is directly inline with the latest trends — Shai Harary is one of those people who just gets it. my entire program is successful due do the hard work and artistic level of his team. From vehicle renderings, to web design there really is no other option. Shai and I recently shot a series of videos for Lexus and the H1 Media team was AMAZING… I have been on set shooting for years and this professional team was spot on when it comes to high quality, being effective and operating in a safe controlled environment. THIS IS THE STANDARD”
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