DraftKings Casino Spins Big With Campaign Directed by Taylor Swift and Kendrick Lamar Director

Dublin based creative agency The Tenth Man has collaborated with DraftKings Casino on its major new U.S. campaign, “Spin Your Way,” directed by Joseph Kahn, the director behind iconic work for Taylor Swift, Eminem, Britney Spears, Lady Gaga, U2 and Kendrick Lamar.   

Developed by The Tenth Man from its Dublin HQ, the campaign, titled “Spin Your Way”  is one of the agency’s biggest international projects to date, comprising a hero TV spot and multiple digital and social executions.  

Produced with Academy Films, the campaign also features a playful reworking of the Hot Chocolate classic Everyone’s a Winner, re-recorded as Everyone’s a Spinner.   

Ken Robertson, Founder and CEO of The Tenth Man, said: 

The challenge with a category this competitive is that everyone is fighting for the same eyeballs at the same time. So we wanted to make something that felt less like casino advertising and more like a music video.

That became the spirit of Spin Your Way – big music, big energy, humour and a bit of swagger, while keeping the DraftKings Casino experience and brand right at the heart of it. Once the idea started to take on the energy of a music video, Joseph Kahn immediately felt like the person to bring it to life.

Joseph Khan said:

I’m always looking for projects that feel a bit unexpected, but still have a simple creative idea at their heart. This project with DraftKings Casino had all of that from the jump.

The central idea was a cool starting point creatively, as well as a challenge technically. Our goal with Spin your Way was to physically express all the internal fun and excitement of playing DraftKings Casino through the physical action of people spinning. 

That simple idea influenced everything from transitions and camera moves, to the edit style, visual effects and sound design. The thing that tied it all together for me was the track, it drove the narrative in a way that was effortlessly cool and unexpected.