Kentucky Derby: Small Acts
Small steps today can lead towards a greater financial future.
Objective: Create an interactive experience at the Kentucky Derby
Insight: At the Kentucky Derby, most individuals use binoculars in the stands to get a closer look at the Derby.
Idea: From that insight, we encouraged Derby attendees to take a closer look at MassMutual’s tiny out of home campaign,
the same way MassMutual encourages people to take a closer look at their finances.
Role: Concept and create the idea. My creative director and I shopped for and created all the mini vignettes.
Agency: Johannes Leonardo
Creative Directors: Kevin Watkins, Hope Nardini
Copywriter: Talia Berniker
Art Directors: Emily Haugbro, HaEun Kim, DoHee Kim