Deighton Cup is an annual event that happens every summer at the Hastings Racetrack that recreates the famous ‘Melbourne Cup’ from Australia. It includes brand activation areas at the racetrack like ‘Peroni’ beer gardens, a ‘Jack Daniel’ stage to rebranding a section of the indoor seating to a Japanese restaurant sponsored by ‘Asahi.’ My job is to create sketches according to the founder’s vision, which he can then present to the brands to serve as a visual. Without my work, capturing the brands’ interest is much harder to imagine and sell.