Bayonet partnered with Java House and ECR (formerly Ed Carpenter Racing) to deliver a high-octane comedy campaign starring Alexander Rossi, Christian Rasmussen, Ed Carpenter—and a surprise cameo by Danica Patrick. The spots aired nationally during the Fox Sports broadcast of the Indianapolis 500, introducing Java House's peel-and-pour pods to race fans across the country. In the first spot, we dropped our drivers into the hilariously mundane world of office life, where their ultra-competitive instincts clash with workplace etiquette and breakroom coffee culture. Directed in mockumentary style, the piece builds toward a “not smooth” showdown—until Danica steps in with the ultimate power move: choosing Java House. For the second spot, we created Gary, an affable (if slightly aloof) barista-turned-team-guru who dispenses both coffee and absurd racing advice in equal measure. Gary was brought to life across multiple activations—from race-day news segments to behind-the-scenes social content and events—becoming an unlikely but beloved face of the brand. From creative development and scripting to full production and post, Bayonet handled the campaign turn-key. The result: a smooth, funny, and fully caffeinated rollout that left race fans buzzing.