Arby's wanted to create a sponsorship activation that would break through the noise of a live sporting event, while Professional Bull Riders (PBR) was looking for experiences that added value beyond traditional branding. The opportunity was to create something fans wouldn't just see—they'd actively participate in.

After developing the creative concept, I led the design and execution of the Beef Buckin' Rodeo as Creative Director. The fully operational mechanical burger transformed the Arby's brand into an interactive attraction, supported by a cohesive system of environmental graphics, signage, and promotional collateral that unified the experience across the venue.

The result was a memorable sponsorship that entertained fans across 26 tour stops while giving both brands a highly shareable, high-traffic destination on the concourse. By turning spectators into participants, the activation extended brand engagement well beyond traditional event signage.