Discovery Creative › Work › Jockeys
Jockeys Win or Die Trying
Client
- Animal Planet
Team
- account manager
Leah Wojda
- account coordinator
Brittany Foye
- art director
Linas Virbickas
- copywriter
Beth Stewart
- art producer
Mary Priestland
- print production manager
Joanne Rojcewicz
- photo editor
Laura Adams
About This Project
When Animal Planet launched Jockeys we had to convince consumers that 112-pound guys wearing pink polka-dotted silk shirts and bowties were, in reality, badass athletes who risk their lives every day. The best way to do that? Show the dark side of the sport. After a lot of convincing and a little Photoshop magic we had a campaign so powerful that some niche pubs refused to run it. But critics couldn’t get enough of it.
