As Art Director at AEG, I led the full 360° branding campaign for the 2008 ING Bay to Breakers race, one of San Francisco’s most iconic events. The campaign celebrated the spirit and individuality of the race by featuring actual participants as the heroes of the creative. I oversaw every aspect of the project — developing the key art, designing print ads, bus benches, billboards, digital assets, and event signage. By capturing the authentic energy of real racers, we built a community-driven brand story that honored the legacy of Bay to Breakers while bringing fresh visibility to the event across the city.