DraftKings today announced the launch of “Spin Your Way,” a new campaign developed in collaboration with creative agency, The Tenth Man.

The campaign celebrates the excitement of DraftKings Casino and the many ways customers can play and earn rewards, including an extensive catalog of games, a seamless app experience, exciting promotions, and loyalty benefits. The new campaign will air in jurisdictions where DraftKings Casino is available.

“We put customers at the center of everything we do and continually evolve DraftKings Casino to make play more personal, engaging and entertaining,” said Christian Bogstrand, Executive Vice President and General Manager of iGaming at DraftKings. “‘Spin Your Way’ brings the flexibility of our platform to life through bold creative that celebrates the variety of our offerings, and the range of experiences customers can choose from and make their own.”

The dynamic, visually striking 30-second commercial plays on the dual meaning of “spin,” transforming the familiar spin of a slot reel into the physical movement of characters as they travel from a yoga class to an astronaut’s journey in outer space. Through these unexpected settings, the spot showcases DraftKings Casino’s ease of play, wide variety of games, and opportunities to win and earn rewards.

Directed by award-winning filmmaker Joseph Kahn—known for his work with Taylor Swift, Britney Spears, Eminem, and many others—the commercial introduces a fresh creative direction for DraftKings Casino while reinforcing the brand’s commitment to delivering a best-in-class experience that is entertaining and personalized.

“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,” said Joseph Kahn. “The central idea was a cool starting point creatively, as well as a challenge technically. 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. 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.”

Launched in 2018, DraftKings Casino is available in five U.S. states and in Ontario and Alberta, Canada, offering customers a regulated and engaging gaming experience. With thousands of games, including exclusive titles and popular slots, the platform offers customers a wide variety of ways to play and win.

DraftKings aims to inform customers about and encourage the use of tools such as deposit limits, cool-off periods and self-exclusion. These resources are designed to help people understand their activity on DraftKings and highlight ways to help make the best choices for their entertainment.