The Caulfield Cup Carnival is one of Australia’s most iconic racing events, in 2025 I led the internal creative team, collaborating closely with external agency Akcelo to refine imagery, aesthetics and campaign direction.

Across three huge days of racing, we produced a full suite of digital, print and on-course assets - spanning everything from OOH across Melbourne city and surrounds, to menus across several hospitality spaces. Bold typography, confident colour, and adaptable layouts allowed the campaign to scale seamlessly, with each day featuring a unique palette and the now-iconic teal blue representing the Carnival itself.

Working closely with marketing and commercial teams, the campaign helped drive stronger engagement on course and online, attracting new audiences while still resonating with loyal racegoers. Seeing the creative come to life across the racecourse and watching people interact with it in real time, made this one of those projects that reminds you why you love what you do.