Afatasi the Artist
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Creative Direction
Experience Design
Brand & Identity
Sucka-free Derby Day
Challenge
Transform Kentucky Derby Day into an inclusive celebration honoring Black jockey heritage while maintaining broad appeal—a project that required both historical reverence and contemporary courage.
Approach
We immersed ourselves in the untold stories of Kentucky's first jockeys—13 of the first 15 Derby winners were Black jockeys. Our research revealed a gap between historical significance and contemporary cultural representation. From the signature rose motif reimagined in bold red graphics to historical photography integration, we crafted artwork that felt both premium and accessible.
Results
- 38% increase in online brand interactions
- 100% event capacity (sold out)
- Significant RSVP surge attributed to creative campaign
- Enhanced cultural awareness of Black jockey legacy
Captivate & Inspire
A Craft Experience
Telling a branded story on Instagram through a contemporary lens while preserving the legacy of the original Black Jockeys allowed us to track engagement to reach our KPI’s, while providing insight on how content could inform branding the event.
Instead of "creating content", we offered an opportunity to craft visual stories that provoke thought, inspiration and interest by showcasing the pioneers of Derby winners in a regal fashion. We had a vision to exhibit the sophistication of the sport and the bravery of the men who paved the path to where the sport is today.
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