Our team reimagined how Hectares could engage its audience during a time when traditional events were on hold coming out of covid. With the Kentucky Derby as our inspiration, we found a way to honor our state’s rich heritage while connecting Hectare’s brand to the local community.

I envisioned the CBDerby as an innovative fusion of tradition and wellness, blending the spirit of the Derby with Hectare’s natural products. Leading the creative direction, I guided the team to develop dynamic visual elements, like racehorse silhouettes crafted from Hectare’s ingredients, which became the campaign’s defining feature. These illustrations appeared across social media, storefronts, and even in a bartender guide for local restaurants.

The campaign’s success was a result of our collective effort—website traffic doubled, and both clients and customers praised the campaign’s ability to capture the essence of the brand. It was a true collaboration that brought Kentucky’s spirit to life through creative direction and a shared vision.