Kevin Hart is a well-known car guy, somewhat notorious perhaps, but his adoration of cars is well-known. However, his reputation amongst car tribes was hit or miss. He doesn't work on his own cars, so promoting a show on MotorTrend, where car fans go for mechanically-minded content, was an exercise in authenticity. We had to portray Kevin and his crew as truly curious, and eager to learn about automotive culture and getting under the hood of classic builds. We also had to introduce Kevin's crew who did not have the same level of recognition as the show's namesake. We developed a series of introductory social content and videos that demonstrated the crew's devotion to learning more about automotive culture.