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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  • Jerry Rice

    We started to take off with an injection of talent to deliver our messages. We began matching athletes like Jerry Rice to our brand that fit who we wanted to be. We created fully integrated work, including Jerry in paid social and CRM assets as well.

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    Paul Pierce

    While Jerry worked great for football, Paul Pierce took on the NBA for us. Continuing to be promo led we used his high profile to elevate the brand as a leader in sports.

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    Holiday Tentpole

    We also capitalized on the shoot with Paul Pierce to prep for the big Holiday NBA work since Christmas Day always features a slate of games. This enabled us to have fresh work at a key moment on the calendar.