Case Study
Apr 3, 2025
Introduction
Time Attack is a content-first social media project that grew out of my passion for cars and my background in New Media. The goal was simple: build something real using the skills I picked up in class—graphic design, video editing, web design, content strategy—and apply them to a niche I actually care about. In this case, that niche is automotive culture, especially the underground and enthusiast scenes in Maine and New Hampshire.
I created Time Attack to act as both a personal platform and a live case study—something future students could look at and say, “Okay, that’s how I could build a brand from scratch using what I know.” This wasn’t about chasing virality or becoming an influencer; it was about building something with intention, creativity, and a clear sense of community.
Project Overview
Time Attack lives primarily on TikTok and Instagram, where I share short-form videos, graphic slideshows, and the occasional deep-dive into car culture. I used Adobe Creative Suite (Photoshop, Illustrator, After Effects) for editing, design, and branding, and tools like CapCut for on-the-go mobile edits. Along the way, I documented everything—metrics, milestones, lessons learned.
Current Metrics (as of April 2025):
TikTok: 200 followers
Instagram: 168 followers
Top Instagram Post: JDM car edit – 12.4K views
Top TikTok Post: Pagani Utopia carousel – strong engagement and saves
This might not seem huge in the world of internet numbers, but for a niche regional project, this was a solid foundation that grew consistently over the semester.
Standout Moments
Two big “click” moments stand out. The first was when I finished designing the Time Attack logo. That branding piece made the whole thing feel real. It gave me a visual anchor and helped shape the aesthetic across all platforms.
The second was launching the Time Attack website. That was the moment it all came full circle—like I had taken an idea from spark to execution, and could now point to something tangible and say, “I made that.” It felt like the official start and finish line, even though the project is still rolling.
What I Used Most From My New Media Curriculum
Honestly, just about every tool and technique I used in Time Attack came straight out of my New Media classes. One of the biggest things was UX/UI design—skills I picked up in courses focused on user experience and web design directly helped me build the website you’re reading this on. From layout structure to typography, I applied what I learned about how users navigate digital spaces and made sure the Time Attack site felt intuitive, clean, and true to the brand.
Then there’s graphic design. Every single carousel post I made for Instagram—those slick, scrollable graphics—was created in Photoshop and Illustrator. I leaned heavily on color theory, layout hierarchy, and visual rhythm to keep people engaged while scrolling.
For video, I bounced between Lightroom, After Effects, and CapCut, depending on the type of content. Lightroom helped with image correction and color grading for visuals, After Effects gave me control over animation and motion graphics, and CapCut was my go-to for fast, optimized mobile edits. These tools helped me match the kind of visual quality that audiences expect from professional automotive content.
Following Trends
Another major part of growing Time Attack was staying in sync with the ever-changing social media algorithm. Trends come and go at lightning speed, and if you’re not watching closely, it’s easy to get left behind.
To keep my content discoverable, I paid close attention to Google SEO keywords, trending audio, and hashtags that were gaining momentum. Even something as small as using the right buzzword in a caption or title could be the difference between a video getting 100 views or 10,000. It sounds small, but that one extra viewer, that one extra follower—it adds up.
I also made it a point to study content that was already performing well—whether from creators in the car space or outside of it. I'd reverse-engineer what was working: Was it the pacing? The intro hook? The caption? Doing that helped me make my own content more engaging while still keeping it authentic to my voice and style.
Lessons Learned
One of the biggest takeaways? Planning matters—especially when it comes to time and funding. I ran into some unexpected delays in getting my CUGR grant approved, which pushed back when I could buy gear like the DJI Osmo Pocket 3 and microphones. That slowed down my interview plans and made scheduling content tougher than expected. Next time, I’d definitely build in more buffer time for stuff like that.
But once the tools were in place, it felt like the project got a second wind. Gear matters when you're producing fast-paced, visually sharp content.
Another big challenge was navigating the TikTok ban in the U.S. during 2024. Like a lot of creators, I had to figure out where to go next and how to keep my content strategy alive. I experimented with China’s app "Rednote", which gained some traction at the time and offered similar short-form video features. While the platform didn’t stick in the long term for my audience, it was a valuable reminder of how quickly the landscape can change.
That experience taught me how crucial it is to stay up to date with platform trends, shifting algorithms, and global tech policies. Social media is fast-moving, and what works today might be gone tomorrow. If you’re building something in public, you need to be ready to adapt fast.
What I’d Tell Future Students
If you’re thinking about doing your own project, here’s my advice:
Start small, but start strong. Your first post doesn’t have to go viral—just make sure it reflects your vision.
Design your brand early—logo, fonts, tone, all of it. It gives everything you post a consistent feel.
Go to events. In-person content hits differently, and it’s great for networking and word-of-mouth growth.
Track your metrics—you’ll learn a lot from what works (and what doesn’t).
Be okay with course-correcting. Not everything will go to plan. That’s normal.
What’s Next
While I don’t plan to turn Time Attack into a business right now, I’m glad I’ve built a solid foundation if I ever want to go that route. The project is something I can keep up with as a hobby while continuing to explore car culture in the Northeast—and who knows, maybe even beyond.
This project taught me how to turn my interests into something structured and scalable, using skills I learned through the New Media program. It proved to me (and hopefully to others) that our major isn’t just theory—it’s tools you can use to make real stuff in the world.
Have Questions for Me? Email Me!
If you’re a future New Media major and you’ve got questions about building a capstone, starting a content brand, or just want a second opinion on your idea—I’ve got you. Seriously, I’m more than happy to help however I can.
Shoot me a message anytime. Whether you’re stuck on a logo, wondering how to get your first 100 followers, or just need someone to bounce ideas off of—I’ve been there, and I’m always down to help someone else make something cool.
Good luck,
Parker Gray
Creator of Time Attack