RACE OF
THE ELEMENTS

AAMI DERBY DAY 2015

Stripping it back.

For the invite to AAMI DERBY DAY 2015, the aim was to capture the essence of horse racing by reducing the imagery to its most visceral elements. The hero imagery represented the roar of the crowd and the thundering of hooves with crashing waves and towering cliffs standing in for the grandstand at Flemington. The invite used unfinished textures, rope, and illustrations of native beach plants to enhance the feeling of rawness and roughness. The concept was to keep it simple yet powerful by focusing on the basic elements that make horse racing so thrilling.

Jesse Steinfort  / Art Direction & Design  /  jesse@steinfort.com.au  / +61 405 145 667