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.

Skip to Videos

  • Kickoff

    This was the very first thing I worked on for DraftKings. It began by just adding a loose concept around a heavy product demo. I knew I had a long road ahead of me to get to where I wanted this brand to be.

  • Elevate

    I immediately tried to at least make these start looking better. You can elevate a Brand immediately by speaking through design and how you want to be seen in the world. This was a positive step.