The Tenth Man, a Dublin-based creative agency, has launched DraftKings Casino’s new U.S. marketing campaign called “Spin Your Way.”
Directed by filmmaker Joseph Kahn, known for his work with Taylor Swift and Kendrick Lamar, the campaign is one of The Tenth Man’s largest international projects yet.
Partnering with Academy Films, the campaign remixes Hot Chocolate’s hit song “Everyone’s a Winner” into “Everyone’s a Spinner.”
Ken Robertson, Founder and CEO of The Tenth Man, stated, “In a competitive casino market, we aimed to create something more akin to a music video than a traditional ad, infusing big music, energy, humor, and swagger into Spin Your Way while keeping DraftKings Casino front and center. Once the concept evolved into a music video vibe, Joseph Kahn was the perfect choice to bring it to life.”
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 showcases individuals physically spinning to capture the thrill of playing DraftKings Casino, influencing transitions, camera movements, editing, visual effects, and sound design.
Director Kahn expressed, “I’m always drawn to projects that are unexpected yet rooted in a simple creative concept. This collaboration with DraftKings Casino embodied all of that from the start. Our aim with Spin Your Way was to convey the internal fun and excitement of playing DraftKings Casino through the active spinning of individuals.”
The music track played a significant role in driving the campaign’s narrative, influencing transitions, camera movements, editing style, visual effects, and sound design. Kahn added, “The track tied everything together, delivering a narrative that was effortlessly cool and unexpected.“