The Creative Drive

Desert Racing 101: Why It’s Way Harder Than You Think - Ryan Millen

In this episode of The Creative Drive, we’re joined by Ryan Millen — off road racer and member of one of America and New Zealand's most iconic racing families. Son of Rod Millen and brother to Rhys Millen, Ryan has forged his own path from formula cars to rally stages, winning in the American Rally Association, working with brands like Toyota along the way and now desert racing in trophy trucks. 
We get into Ryan’s unique journey, the pressures and perks of a legendary last name, and how he blends performance with personality in the age of motorsports storytelling. From his take on off-road racing to content strategy for modern drivers, this conversation is packed with insight, humor, and a look into what keeps Ryan creatively driven.
Watch or listen now. 0:00 Cold opening1:00 Host Taro Koki Introduces Ryan Millen01:45 What the last name Millen means03:33 Sponsor message04:27 How Ryan Millen started rally racing08:00 What's so difficult about desert racing?12:00 Growing up on Pikes Peak14:30 Toyota rally sponsorship and Two Roads to Baja17:10 Racing Porsches in Siberia18:15 Rally racing Toyota RAV425:00 What it was like having a girlfriend as a co-driver28:33 Creating content and being a racecar driver30:15 Father Rod Millen lived in the golden era of rally31:45 Racing with Terrible Herbst spec trophy trucks 37:30 Almost getting run over at Baja 50039:45 Innovation in desert racing actve dampers and 4 wheel drive 44:40 Difference between Dakar and Baja racing47:40 Off road racing promotion landscape52:45 Rapid Fire with Ryan Millen57:10 Ryan Millen thinks Who's Boost'n It01:01:20 Ryan Millen's Creative Drive
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#TheCreativeDrive #ryanmillen #rally #CarCulture #desertracing #baja1000 #rodmillen #ContentCreators #Motorsports #toyota #RACERPodcast #trophytrucks #offroadracing #CarBuilders

1,000HP Minivans and EV Porsche Moby X: Bisi Ezerioha

Host Taro Koki interviews one of the most fearless innovators in car culture: Bisi Ezerioha of Bisimoto Engineering. You might know him for his viral 1,000-horsepower minivan, electric Porsche 935 builds, or wild collaborations with brands like Hyundai, Honda, and Porsche — but there’s way more to his story.
In this episode, Bisi shares how he went from pharmaceutical scientist to full-time tuner and performance visionary. We dive into his engineering mindset, why content is critical for modern builders, and how electrification is transforming the tuning world.
This episode of The Creative Drive is sponsored by Honda, click to learn more: https://bit.ly/4e82HdD
0:00 Intro02:10 Who is Bisi Ezerioha?04:54 Sponsor message05:53 Bisi went to college for chemical engineering at 15 years old07:20 Moving to the US and being exposed to street racing11:05 Early days of import drag racing in Honda Civics17:00 From home garage to RS Machine19:00 Nopi thought Bisi as cheating and making his own fuel with scent24:35 Bisimoto's concept of Reliability vs Power27:30 Working as a pharmaceutical rep and the genesis of Bisimoto34:00 Building first Honda CR-Z SEMA Project Car37:00 Porsche Cayman R center seat44:39 Bisi on becoming an EV believer01:00:00 2025 SEMA Build01:01:35 Porsche K3 EV Inspired by Group 5 Team Gozzy 93501:04:10 Creating content for Tech Tuesday lead to being on Myth Busters01:05:50 Where is Bisimoto going?01:09:00 The Creative Drive Rapid Fire01:12:20 Who's Boostin' It?
🔗 Follow Bisi EzeriohaInstagram: @bisimotoWebsite: https://bisimoto.com
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#racer #podcast #thecreativedrive #tarokoki #bisiezerioha #bisimoto #evtuning #carculture #electricporsche #jdm #engineering #contentcreators #motorsports #hyundai #honda #customcars #carbuilders

Larry Chen on Ken Block, Formula D, BMW E30 Racecar and New Book

In this episode of The Creative Drive, host Taro Koki sits down with the one and only Larry Chen. Larry is one of the most iconic and influential automotive photographers and content creators in the world today. Known for his unmistakable style, relentless work ethic, and deep love for car culture, Larry has become the go-to visual storyteller for some of the biggest names in motorsports and the aftermarket world.
Starting from humble beginnings shooting cars on the streets of Los Angeles, Larry turned his passion into a career by mastering the craft of automotive photography — capturing not just cars, but the spirit behind them. His work spans every corner of the car world: from grassroots drift events to the global stage of Formula Drift, from SEMA builds to Pikes Peak, from classic JDM icons to electric hypercars.
He is the official photographer for Formula Drift, a Canon Explorer of Light (one of the most prestigious honors in the photography world), and a creative force behind brands and countless OEM and aftermarket brands.
If you’ve seen a jaw-dropping rolling shot, an epic drift angle frozen in time, or a SEMA build immortalized before it hit the floor — chances are, Larry Chen was behind the lens.
 
This episode of The Creative Drive is sponsored by Honda, click to learn more: https://bit.ly/4dSgEMK
 
0:00 Intro01:12 Taro Koki intro to Larry Chen on the Creative Drive02:15 Larry Chen on Air Water Luftgekuhlt and Jeff Zwart05:02 Sponsor message06:45 Larry Chen on how to shoot Air Water Luftgekuhlt08:11 Larry Chen on being inducted to the Formula Drift Hall of Fame14:45 Larry Chen wishes Jeff Zwart was his dad16:35 Larry Chen on his new book Life At Shutter Speed by Carrara Media carrarabooks.com22:35 Larry Chen on being in front of the camera and 1M followers on Instagram25:30 Larry Chen on Asian representation30:00 BMW E3 M3 7 Eleven race car 31:15 Larry Chen on Pikes Peak International Hill Climb28:10 Larry Chen on Ken Block42:30 Getting stopped by cops during a shoot48:50 Larry Chen on video projects like Hagerty's 51:10 Larry Chen on legacy automotive media and54:59 Formula 1 Drive to Survive spawning racecar drivers and car enthusiasts58:00 Driving at Ebisu Circuit Spring Matsuri01:00:00 Larry Chen on running a media business01:01:45 Larry Chen on working with brands01:06:00 Creative Drive Rapid Fire with Larry Chen01:11:17 Who's Boosting It? with Larry Chen01:15:00 Larry Chen's Creative Drive is Life Fulfillment 
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GReddy's Kenji Sumino on how bankruptcy nearly ended it all and the resurgence

In this episode of Creative Drive, we sit down with Kenji Sumino from GReddy Performance Inc., the U.S. division of Japan's Trust Company Ltd., based in Irvine, California. Under his leadership, GReddy has become a prominent name in the automotive aftermarket industry, specializing in performance parts for Japanese vehicles, including turbochargers, exhaust systems, and electronics.
Sumino has played a pivotal role in adapting GReddy's offerings to the U.S. market, focusing on developing products tailored for left-hand-drive vehicles and popular American models. His efforts have helped GReddy navigate challenges such as the 2008 financial crisis and evolving emissions regulations, ensuring the company's resilience and continued relevance in the tuning community.
Sumino is deeply involved in car culture. He has collaborated with notable figures like Fast & Furious Tokyo Drift actor, Sung Kang on his famous Fugu Z(Nissan 240Z), Dai Yoshihara on projects such as an 800-horsepower R33 Nissan Skyline GT-R. Additionally, his meticulously built 1990 Honda Civic hatchback, known for its attention to detail and performance, was even immortalized as a Hot Wheels collectible.
Sumino's commitment to the automotive world extends to preserving and promoting tuner culture, ensuring that the passion for performance and customization continues to thrive in the modern era.
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#GReddy #CreativeDrive #CarCulture #RACER #JDM #tuning #fuguz

Jamey Price Capturing the Speed, Soul, and Spectacle of Racing

In this episode of Creative Drive, we sit down with award-winning motorsport photographer Jamey Price to explore what it takes to freeze speed, emotion, and intensity in a single frame. From F1 paddocks to IMSA and WEC endurance races around the world, Jamey shares his journey into motorsports photography, his creative process under pressure, and what it's like living life behind the lens on the global racing circuit.
📸 Topics we cover: How Jamey got his start in racing photography
Techniques for shooting motion, emotion, and pure chaos
Life on the road, favorite tracks, and staying creatively sharp
How social media and the creator economy are changing photography
What it’s really like shooting inside Formula 1
Advice for aspiring motorsport creatives If you love racing, storytelling, or photography—this one’s for you.
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#JameyPrice #CreativeDrive #MotorsportPhotography #F1 #EnduranceRacing #CarCulture #RACER #DriveToSurvive

How Bosch Helped Robert Wickens Get Back to Racing - Brooke Bond

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Robert Wickens’ return to racing was nothing short of incredible—and behind it was a groundbreaking piece of tech built by Bosch.
In this episode of Creative Drive, we sit down with Brooke Bond, Operations & Marketing Lead at Bosch Motorsport North America, to talk about how their team developed tech that helped Wickens get back on track after his life-changing accident at the 2018 Pocono 500.
The engineering challenges behind the projectBosch's role in performance and enthusiast car cultureHow Bosch is connects with the future generation.
This is a powerful conversation about innovation, inclusion, and the soul of motorsport—you won’t want to miss it.
The Creative Drive is a podcast hosted by RACER's Creator Network President Taro Koki, dedicated to exploring the world of creativity within the automotive industry. Each episode features conversations with a diverse range of creatives, including YouTubers, directors, authors, designers, builders, and photographers, as well as industry journalists and creator economy experts. Together, we delve into what drives these creators, how they got started, their creative process, their inspirations, and their insights on building an audience in today’s digital landscape. From stories of success to overcoming setbacks, The Creative Drive offers listeners a candid look into the minds of automotive creators and their journeys.
👉 Subscribe for more conversations with the people shaping the future of car culture.
#RobertWickens #BoschMotorsport #CreativeDrive #MotorsportInnovation #AccessibilityInRacing #CarCulture #RACERpodcasts #IMSA

NBA to IMSA: Doug O’Donnell on the Future of Motorsports Marketing

In this episode of The Creative Drive, we sit down with Doug O’Donnell, IMSA Brand & Marketing Communications at IMSA and former marketing leader at the San Antonio Spurs, to talk about what it takes to grow and modernize motorsports for a new generation of fans.
Doug shares insights from his NBA days, lessons in brand storytelling, and how IMSA is building emotional connections with fans, manufacturers, and partners.
How IMSA is marketing differently from traditional sportsThe role of creators and digital content in motorsportsBrand partnerships and storytelling across racing ecosystemsWhat the NBA taught him about audience engagementWhy the future of motorsport is more interactive, inclusive, and digital
The Creative Drive is a podcast hosted by RACER's Creator Network President Taro Koki, dedicated to exploring the world of creativity within the automotive industry. Each episode features conversations with a diverse range of creatives, including YouTubers, directors, authors, designers, builders, and photographers, as well as industry journalists and creator economy experts. Together, we delve into what drives these creators, how they got started, their creative process, their inspirations, and their insights on building an audience in today’s digital landscape. From stories of success to overcoming setbacks, The Creative Drive offers listeners a candid look into the minds of automotive creators and their journeys.
#CreativeDrive #IMSA #DougODonnell #MotorsportMarketing #NBAtoIMSA #CarCulture #RacingIndustry #SpursMarketing

Shelby Hall Offroad Rebelle Rally and NORRA 1000

Shelby Hall is an off-road racer, automotive enthusiast, and content creator, best known for her achievements in off-road endurance racing and her role as an ambassador for Ford Performance. She is the granddaughter of legendary off-road racer Rod Hall, a Hall of Fame inductee known for his dominance in events like the Baja 1000.
Carrying on her family’s racing legacy, Shelby has competed in events such as the Rebelle Rally, a grueling all-women’s navigation challenge, and has worked with brands like Ford to promote vehicles like the Bronco. Beyond racing, she shares her experiences as a creator, blending storytelling with a passion for adventure and automotive culture.
The Creative Drive is a podcast hosted by RACER's Creator Network President Taro Koki, dedicated to exploring the world of creativity within the automotive industry. Each episode features conversations with a diverse range of creatives, including YouTubers, directors, authors, designers, builders, and photographers, as well as industry journalists and creator economy experts. Together, we delve into what drives these creators, how they got started, their creative process, their inspirations, and their insights on building an audience in today’s digital landscape. From stories of success to overcoming setbacks, The Creative Drive offers listeners a candid look into the minds of automotive creators and their journeys.
Make sure you subscribe and like this video and follow us on Instagram @Racermag too!Leave your comments or feel free to email us at podcasts@racer.com. 
 #CreativeDrive #podcast #shelbyhalloffroad #shelbyhall #rodhall #rally #offroad

The Racing Business & Creative Side No One Talks About Ed Justice Jr.

Ed Justice Jr. is a well-known figure in the automotive and motorsports industry, recognized for his work as the President and CEO of Justice Brothers, Inc., a company specializing in high-performance automotive additives, lubricants, and car care products. He is also a respected historian, broadcaster, and photographer, with deep ties to racing culture and a passion for preserving motorsports history.
Justice Brothers has been involved in motorsports sponsorships for decades, supporting teams across NASCAR, IndyCar, and other racing series. Ed Justice Jr. himself is a regular voice in the automotive media space, having hosted radio shows, conducted interviews with legendary figures in racing, and contributed to various publications. His extensive industry knowledge and family legacy make him a key figure in both the business and storytelling sides of automotive culture.
The Creative Drive is a podcast hosted by RACER's Creator Network President Taro Koki, dedicated to exploring the world of creativity within the automotive industry. Each episode features conversations with a diverse range of creatives, including YouTubers, directors, authors, designers, builders, and photographers, as well as industry journalists and creator economy experts. Together, we delve into what drives these creators, how they got started, their creative process, their inspirations, and their insights on building an audience in today’s digital landscape. From stories of success to overcoming setbacks, The Creative Drive offers listeners a candid look into the minds of automotive creators and their journeys.
Make sure you subscribe and like this video and follow us on Instagram @Racermag too!Leave your comments or feel free to email us at podcasts@racer.com. 
 #CreativeDrive #podcast #edjusticejr #nascar #sponsorship #justicebrothers #indy500 #indycar

Matt Farah The Smoking Tire Podcast Visits RACER Studio

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Matt Farah, a pioneer in the automotive YouTube and podcasting space, joins the Creative Drive podcast to discuss the evolving landscape of content creation. We dive into why he believes AI will negatively impact creators and how that influenced his decision to start Westside Collector Car Storage. From his early days in automotive media, how he started The Smoking Tire podcast, to launching DRIVE, to his thoughts on the future of digital content, Matt shares valuable insights on how he's adapted to change in a rapidly shifting industry. Matt is currently also Editor-at-Large, with Road & Track.
Watch now and subscribe for more conversations with top automotive creators and industry leaders.
The Creative Drive is a podcast hosted by RACER's Creator Network President Taro Koki, dedicated to exploring the world of creativity within the automotive industry. Each episode features conversations with a diverse range of creatives, including YouTubers, directors, authors, designers, builders, and photographers, as well as industry journalists and creator economy experts. Together, we delve into what drives these creators, how they got started, their creative process, their inspirations, and their insights on building an audience in today’s digital landscape. From stories of success to overcoming setbacks, The Creative Drive offers listeners a candid look into the minds of automotive creators and their journeys.
Make sure you subscribe and like this video and follow us on Instagram @Racermag too!Leave your comments or feel free to email us at podcasts@racer.com. 
 #CreativeDrive #thesmokingtire #mattfarah #podcast