The most exciting two minutes in sports.

Kentucky Derby — 

The Kentucky Derby is one of the most iconic events in sports. The 150th running was a once-in-a-generation milestone, with global attention on Churchill Downs.

We were tasked with creating a brand identity and campaign worthy of it.

Turning a historic milestone into a cultural moment, we built a unified brand system that reinforced one idea: this isn’t just another race. It’s history unfolding in real time.