EXPERIENTIAL DESIGN + CREATIVE DIRECTION
KENTUCKY DERBY FANDUEL PARTY
I served as the creative lead for the Kentucky Derby Party, a 600+ person tentpole event, where I provided creative direction from concept to execution, encompassing everything from developing the consumer journey map and mood boards to providing on-site art direction, ensuring a cohesive, immersive experience for attendees including customers, executives, partners, and celebrities.
The FanDuel Party serves as one of our tentpole events, designed to entertain and strengthen relationships with partners and key stakeholders through an exclusive concert and celebration of the Kentucky Derby.
This strategic gathering establishes FanDuel's presence in Louisville during horse racing's most prestigious weekend while reinforcing our reputation as the premier destination for Derby wagering.
RACE DAY REVELRY
From concept to creation, I orchestrated immersive environmental elements that captured the Derby's legendary pageantry, featuring custom-designed digital animations and curated video content that celebrated the rich heritage of America's most prestigious horse race while seamlessly integrating FanDuel's brand identity throughout the event experience.
CROWN YOUR LOOK: CUSTOMIZATION STATION + PHOTO OPPS
Collaborated with our events coordinator and production agency to create an interactive experience where guests could personalize their Derby attire with custom hat embellishments and accessories, complemented by strategically designed photo moments capturing the elegance of Derby fashion while subtly incorporating FanDuel branding for organic social media amplification.
DERBY DETAILS THAT DELIGHT
I partnered closely with the production team to curate thoughtful touch points throughout the event space—from custom playing cards and cocktail napkins to branded moments and strategic signage—ensuring every element reinforced the premium FanDuel experience while maintaining authentic Derby tradition and sophistication.