Dating back almost 100 years, Indianapolis is one of the biggest and most celebrated blue-ribbon motorsport destinations in the world. Originally built in 1909 as a 2.5 mile test track for America's emerging automotive industry, Indiana's famous oval first played host to the 500 mile race in 1911.

For the 2009 running Herbalife instructed us to develop a new identity for their motor sports ambassador, Californian driver Townsend Bell, to race for the Herbalife-KalkhovenVasser team in the legendary Indy500 for the month of May.

As the focal point of the US motor sports calendar, it is every American racing driver's dream to taste the 'milk' of success at the 500 and for the companies who back them, it is an opportunity to access global exposure together with an audience of over 400,000.