DraftKings Casino Rolls Out ‘Spin Your Way’ Campaign Directed by Joseph Kahn

DraftKings Casino has launched “Spin Your Way,” a new U.S. marketing campaign developed by Dublin-based creative agency The Tenth Man and directed by filmmaker Joseph Kahn. Kahn’s credits include music videos for Taylor Swift and Kendrick Lamar. The campaign is one of The Tenth Man’s biggest international projects to date and includes a television commercial plus digital and social media executions.

Produced with Academy Films, the work reimagines Hot Chocolate’s “Everyone’s a Winner” as “Everyone’s a Spinner.” It centers on people physically spinning to convey the excitement of playing DraftKings Casino. That concept shapes transitions, camera movements, editing, visual effects and sound design.

Campaign Concept and Production

The Tenth Man founder and CEO Ken Robertson framed the challenge in a competitive category. “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,” Robertson said. He added that the spirit became “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 music-video energy emerged, Kahn was the immediate choice to direct.

Joseph Kahn highlighted the project’s appeal. “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,” Kahn said. He stated the goal was “to physically express all the internal fun and excitement of playing DraftKings Casino through the physical action of people spinning.” The music track drove the narrative. “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,” Kahn added.

@DKCasino announced the launch, describing the campaign as bringing personalized play to life through bold creative developed in collaboration with The Tenth Man. As reported by Yogonet International, the combined elements aim to deliver entertainment-grade production rather than standard casino advertising.

Reporting: Yogonet International

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