Bringing Horse-racing back with Skybet.

I ran a new process of ‘creative sprints’ in summer 2024.

Each was one day. 6 to 8 creatives. No interruptions, no reviews, no check ins.

Just working together. A process that felt more like art college than work, in which many people and ideas flourished.

For Skybet we created a simple, single-focus idea…

‘Thoroughbreds always beat any human athlete, from any era, hooves down.’

An idea with a tension and enemy, that defined every single decision from voice to look and feel to music to media.

We had great rules, like ‘no decks’ in campaign development. All focus was on fiddling with the work.

It taught us a lot about creative process. You don’t always need more time. Instead you can create more space. More freedom to work within.

The result was an infectious creative energy others wanted to be part of. Every creative played a part in creating the idea and kept challenging what it could do.