Breeders’ Cup
Art Direction – Experiential Marketing2025
Breeders’ Cup 2025 in Del Mar, California featured all-new branding (by 160over90) in over 8 locations on the racetrack, including a two-tier structure, a speakeasy, and VIP spaces. Each space had a distinct look-and-feel, complete with curated rental furniture, signage, photo opportunities, and thoughtful branding moments. An on-site team of nearly 15 160over90 employees, myself included, executed the racetrack and off-site activation during race week.
Trophy Lounge
Speakeasy
Creative Director: Garrett Beach
Art Directors: Jenny Park, Bridget Halliday, Matt Tornetto
Designer: Julianna Santolucito
Copywriter: Susie Schmank
Production Managers: Matt Slamon, Megan Wheeler, Kyle Zimmerman, Derek Suiter, Morgan McDonald, Jill Debenito, Jake Shea
Production Artists: Amy Luna, Keith Miller
Account Executives: Kate Michels, Sophie Chrisco, Erin Schuster, Jannina Almeida, Samantha Dulle
Project Managers: Madison Kelmenson, Brianna Prosniewski