OVERVIEW
Introducing The Spin Genie – the new face of online casino Spin Genie and star of a bold new campaign.
SERVICES
Creative direction + Concept art + Design + Copy
PROJECT RECAP
In 2025, we unveiled the new mascot for online casino Spin Genie. To mark this major brand milestone, we were briefed to deliver a large scale integrated campaign that spanned TV, DOOH and digital.
Given the scale of the campaign, each touchpoint came with it's own demands. Production began with the star of the show – the genie himself. Our goal was to distil the essence of the brand into a larger–than–life character that felt modern, charismatic and captured the glamour of the casino world.
Once our character was established, work commenced across a broad suite of assets that included TV, DOOH, social assets, 360° AR, and a brand toolkit defining how the Genie would be used in future marketing.
The toughest challenge was balancing the volume of output with a small–but–talented team. Maintaining quality, consistency and momentum was therefore critical.
Our ambition wasn't just to position the Genie as a brand figurehead, but to build a world around him – one that translated "casino magic" into an exciting visual treatment that felt unmistakably Spin Genie. Overall our efforts were met with strong client recognition and overwhelmingly positive feedback.
MY ROLE
Of course, delivering a project of this scope takes a team effort. My responsibility was to define and guide creative end-to-end, wearing multiple hats where needed to ensure our work remained cohesive.
During pre-production, I helped stakeholders get behind one shared vision with mood boards, concept art and storyboards. When production ramped up, I remained closely involved – directing the work, shaping scripts and design, and supporting the team as we juggled assets across channels.
Throughout the process I also acted as an internal brand ambassador – safeguarding our shared vision, while pushing for visual and messaging coherency across the full campaign.
Beyond campaign assets, I also wrote and designed the brand toolkit, establishing a unified, future-proof framework that cemented the Genie's place as the star of Spin Genie marketing.
