Time Attack started far from home—thousands of miles away in Sydney, Australia. I was working with a publishing company, helping manage and create social media content that connected stories with audiences. It was my first real experience seeing how powerful and versatile digital storytelling could be. That role didn’t just shape my technical skills—it lit a fire in me. I realized I wanted to keep going down this path and, even more importantly, show others in my New Media community that there’s a place for them in this space too. Whether you're into cars, fashion, music, or anything else—your voice and creative vision can thrive through digital media.
Fast forward to August 2023—I designed what would become the first Time Attack poster. It started as a fun one-off, something to scratch a creative itch. But as soon as I finished it, I thought, “Hmm… this might be something fun to play with down the line.” That spark turned into the official Time Attack logo just a day later. From there, things started clicking into place. I began experimenting with a 5-page Instagram carousel format that became the visual rhythm of each post—clear, consistent, and built for both storytelling and engagement. The same style carried into TikTok content too, creating a cohesive experience across platforms. That consistency helped solidify Time Attack as more than just a side project—it became a brand.
Every project has that one moment where it all feels real. For Time Attack, it was a video edit I made using old footage of Japanese sports cars—ripped straight from a dusty CD I found online. The grainy clips, paired with tight editing and a nostalgic soundtrack, struck a chord. I posted it to Instagram, not expecting much. Within 24 hours, it had over 12.1 thousand views. That one post proved people cared about this kind of content. It was a reminder that great storytelling, even with lo-fi materials, can reach and resonate with a huge audience. It validated the vision for Time Attack and gave me the momentum to keep building.
In 2025, I began crafting the Time Attack case study—a detailed breakdown of every step I’ve taken since the project’s birth in 2023. The goal was simple: be transparent about the journey, both the wins and the setbacks. From navigating the TikTok ban of 2024 to learning how to build genuine engagement, I documented it all. I pulled directly from the skills I learned in my New Media courses—UI/UX Design shaped the user flow of our content, Graphic Design defined the brand’s visual identity, and Motion Design brought everything to life on screen. This case study isn’t just a portfolio piece—it’s a roadmap. I wanted to show how someone, no matter their niche, can turn a passion into a full-fledged media project using the tools we learn in this program. Time Attack became my way of saying: you can do this too.
About
Time Attack is a media project exploring the world of automotive journalism through the lens of New Media. Created by Parker Gray in 2023 and still evolving today, it serves as both a creative outlet and a case study for how students can apply their skills to what they’re passionate about.
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