award of merit
ryan@apostrophetv.com
The Kentucky Derby is one of the most iconic sporting events in the world, yet for many first-time viewers the most intimidating part of the experience isn’t the race—it’s the wagering.
Racing programs are dense, terminology is unfamiliar, and the mechanics of betting can feel like insider knowledge. For new audiences, confusion often becomes a barrier to participation.
The strategic insight behind the How to Wager series was simple: the problem wasn’t interest. It was confidence.
Millions of viewers want to participate in the Derby experience but hesitate because they feel under-informed. The opportunity was to shift the role of wagering from an intimidating insider activity into an accessible part of the event.
The work reframed betting as empowerment.
Instead of pushing gambling excitement, the series focused on clarity. A sophisticated voiceover guided viewers through key concepts while elegant visuals and clean graphics translated racing programs and wagering options into simple, understandable steps.
The tone mirrored the prestige of the Derby itself—authoritative, confident, and respectful of the sport’s tradition.
Built specifically for social platforms, with vertical-first executions and horizontal adaptations for web and YouTube, the series was designed to be shareable and saveable for first-time attendees and viewers.
The goal was a behavioral shift: turn spectators into participants.
By replacing confusion with understanding, the work opened the door for new audiences to engage with the Derby experience more fully. Strategy led the creative, and the result was educational content that strengthened the connection between fans and one of America’s most historic sporting traditions.
