BUILDING A BRAND

While this story below unfolds through the lens of television, its broader narrative is about leading and scaling a creative group through massive growth. During my tenure at DraftKings, I’ve helped steer the creative from its origins in fantasy sports into a multi-vertical leader across sportsbook, casino, and lottery—delivering year-over-year growth across every line of business. When I began, our creative engine was just a 10-person crew made up of a single art director, one copywriter, and a small group of designers. To meet mounting speed and volume demands, I spearheaded the scale-up to nearly 50 talent, building a modern creative organization complete with dedicated conceptual groups, a paid-social unit, and a full production studio. By integrating templates, automated design systems, and AI workflows, we unlocked massive operational velocity without compromising integrated creative excellence.

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  • The face

    Kevin Hart was a pivotal moment for the brand moving beyond just sports and covering the breadth of verticals we were beginning to develop. Kevin is someone who could connect with a larger audience and DraftKings began to find its voice.

  • Mora

    Still trying to make sure we were contextually relevant to each occasion, we paired a combo of athlete/coach talent with Kevin.

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    Johnson

    If you are talking playoffs, you have to include Jimmy Johnson. And then let Kevin do what he does best. While still being strategically on point we used humor to deliver the message.