Our Work

The Client 

Jockey Magazine is the leading publication dedicated to horse racing in Cyprus, closely connected to the energy, heritage and community of the racetrack. As the brand continues to evolve digitally, the need for expanding on its online subscription, Jockey Plus, came through, in order to attract a wider audience without losing the authenticity of the sport.

The goal was to position Jockey Plus as a contemporary, must-have digital experience through the execution of short-form videos, that would beyond purely informational promotion, but instead act as an aesthetic expansion of the racetrack, capturing the intensity, anticipation and rhythm of the experience, thus enticing audiences to want more, faster and better access to the magazine. 

The Plan 

The content creation strategy was built around short-form videos and a TV ad, designed to drive online subscriptions to Jockey Plus by immersing audiences in the world of horse racing. Rather than leading with features or benefits alone, the strategy focused on atmosphere and emotion as the hook.

Detailed scripts were developed to showcase the full spectrum of the racetrack experience, ranging from training moments, behind-the-scenes preparation and the pre-show parade, to the intensity of the finish line and a refined, sensory ASMR-inspired aesthetic.

The overall creative direction aimed to modernise the brand visually, introducing a sharper, more cinematic language that would appeal to both existing racing enthusiasts and new digital audiences.

The Production

The production at the racetrack followed a dynamic, high-impact approach, combining cinematic shots with rhythm-driven editing along with dynamic music selection to mirror the pace and emotion of the racetrack. Each video captured movement, tension and detail, creating an all-encompassing pleasurable, exciting and sensational experience.

Every video concluded with a branded animation, paired with a catchy tagline and a mobile screen recording that clearly demonstrated the varied opportunities of the Jockey Plus subscription. The combination seamlessly connected emotion with action, thus resulting in a cohesive content ecosystem that felt modern, immersive and energetic, aiming to drive subscription growth through storytelling rather than hard sell.