Invesco QQQ Race For Innovation

Project: Invesco QQQ Race For Innovation Client: Invesco QQQ Agency: Groove Jones Production / Studio: Groove Jones

Creative Director: Karim Youssef Producer: Ashton Kennedy UX/UI Design: Stephen Busfield, Farid Govashin Art Direction: Karim Youssef, Henry Casillas 3d Assets: Joy, Elliot Johnson CG Supervisor: Averi Torres Audio: Andrew Carman Unity Development: Chris Crowell, Benjamin Jillson, Andrea Simeone Motion Graphics: Marco Rodriguez Animation: Tiffany Sweet, Henry Casillas Texture Artist: Chris Fisher Music: Andrew Carman, Karim Youssef

Invesco QQQ Race For Innovation is a digital product experience for Invesco QQQ, built at the intersection of UX, interface design, and product behavior. The work needed a clear idea first, then enough craft and structure to make that idea read inside the format it was made for.

Groove Jones carried the agency and production sides of the assignment, which kept the strategic read, creative development, production decisions, and final delivery moving as one connected pipeline.

On Invesco QQQ Race For Innovation, Karim Youssef helped give the product a creative spine, connecting the idea, interface language, and production choices into one usable experience.

https://video.wixstatic.com/video/8d9b7c_e74d53326eef4d37b78d541d0d47f733/1080p/mp4/file.mp4

Invesco QQQ Race for Innovation puts players in the driver’s seat of a fund-inspired racetrack. As players navigated the course, they encountered boosts representing Invesco QQQ product benefits like diversification, tax efficiency, and long-term performance. This feature kept gameplay exciting while seamlessly integrating their key brand messages.

The product thinking had to come before the polish. The system needed clear pathways, strong interaction logic, and a visual language that helped people understand what to do without slowing the experience down.

Tracks reflected Invesco QQQ’s historical performance over three-year, five-year, and ten-year periods, with increasing difficulty tied to the length of the timeframe. At the end of the game, the player sees the track they were racing on, which is the Invesco QQQ performance chart based on the 3-, 5-, and 10-year selections.

Consumer Discretionary Sector – The pulse of global spending, this sector is home to consumer powerhouses like Amazon, Tesla, and Costco.

The result is a product experience that feels organized and intentional, built around user behavior rather than surface polish alone.

Health Care Sector – The heartbeat of life-saving technology and pharmaceutical breakthroughs, this sector drives medical advancements with companies such as Intuitive Surgical Inc., Amgen, and Vertex Pharmaceuticals.

The Technology Sector – From cutting-edge software to groundbreaking AI, this sector is home to top companies such as NVIDIA, Apple, and Microsoft.

A lot of the work lives in the decisions you do not notice first: the hierarchy, the path through the experience, the timing of feedback, and the way the interface makes the idea feel easy to enter.

After picking your vehicle, players head to the start line, where they wait for the countdown to begin the race.

The media is arranged to show the product before the breakdown, so the interaction and visual system can be understood in context.

This “phygital” activation debuted at Invesco conferences and emerging-tech events, becoming a focal experience that invited crowds, fueled competition, and educated users in a playful yet informative way. It wasn’t just a demo—it was experiential learning.