Run your own race

An unlikely sport. A very serious documentary.

In a whiskey category dominated by tradition and big-budget brands, Pinhook needed a way to stand out during horse racing season. Rooted in our philosophy of crafting the best whiskey, not the same whiskey, every year, we set out to celebrate individuality through an unexpected take on the sport.

As Pinhook's creative lead, I helped develop the concept and art direction in collaboration with copywriter Catherine Retica, Highball Agency, and comedy creators The McFarlands. Together, we created Run Your Own Race, a mockumentary following a family of fiercely competitive hobby horse athletes. To bring the film beyond the screen, we expanded the concept into a theatrical-style release campaign spanning OOH, movie posters, social editorial, and promotional content

VIDDY Gold Winner | Judge’s Choice Award
American Advertising Awards Silver Winner