DRAFTKINGS / BRAND REFRESH

Since October 2020, CD/AD Paul Renner, EP Mary Hanifin and I have provided strategic/creative direction to the in-house team (20+ and counting) of writers, art directors, film crew, animators and designers to optimize multiple campaigns for the brand’s Daily Fantasy Sports, Sportsbook and Casino offerings. On a daily basis, we’re focused on building brand awareness, maximizing CR, applying DR best practices, improving brand ID, and driving conversion during key events on the sports calendar.

One of the first things we wanted to do was bring Life’s More Fun With Skin In the Game™ to the masses across every channel. It was being under-utilized out in the world and more of an internal rallying cry. We felt like this should be seen and heard. Life’s More Fun With Skin In the Game™.

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FIRST: DESIGN A NEW SET FOR IN-HOUSE PRODUCTION

Jessie Coffield, the DK host of all those promo ads you’ve seen a BILLION times, needed a refresh. A space to call her own. The space needed to be modular, a plug and play model as these promos need to be shot a day after we script them. The space needed to feel more modern and DK branded. Work is still in progress but as you can see, we created a more upscale and modern living space for the very busy host. From NFL Playoffs (“Tis the Playoffs) to The Masters, to the NBA Finals, Jessie is at home in her new pad. Design and construction continues as we speak. Jessie 2.0 begun in January and will be in full force come Summer 2021.

This is the Jessie Coffield set design BEFORE