FTD’s Derby Activation created a space for guests to accessorize their Derby looks with florals. The experience was extended throughout Churchill Downs with creative key moments at partner booths and VIP washrooms for visitors to print and preen and share their looks with the world.

FTD’s creative team designed the visual identity with inspiration from Old Hollywood dressing rooms and glamour while highlighting the history of both the Derby and the heritage and history of the FTD brand. I designed custom vinyl and signage for our partnership that was installed throughout the grounds and at our “Dressing Room” activation, as well as a vintage-inspired ad that referenced older FTD advertisements highlighting our Mother’s Day Special deal on bouquets for Derby guests.