DraftKings Casino has launched a new U.S. marketing campaign, “Spin Your Way,” developed by Dublin-based creative agency The Tenth Man and directed by filmmaker Joseph Kahn, whose credits include music videos for Taylor Swift, Kendrick Lamar and other major artists.
The campaign is one of The Tenth Man’s biggest international projects to date and includes a television commercial alongside digital and social media executions.
Produced with Academy Films, the campaign reworks Hot Chocolate’s classic song “Everyone’s a Winner” as “Everyone’s a Spinner”.
“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,” said Ken Robertson, Founder and CEO of The Tenth Man.
“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,” Robertson said.
NEW: @DKCasino is launching “Spin Your Way,” a new DraftKings Casino campaign bringing personalized play to life through bold creative directed by award-winning filmmaker Joseph Kahn.
The campaign was developed in collaboration with creative agency The Tenth Man and highlights… pic.twitter.com/R4R1xuqysq
— DraftKings News (@DraftKingsNews) August 24, 2026
The campaign centres on people physically spinning to express the excitement of playing DraftKings Casino, with the concept influencing its transitions, camera movements, editing, visual effects and sound design.
“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.
“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,” Kahn said.
The director said the music track helped drive the campaign’s 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.