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 milestone, we created an integrated campaign that spanned TV, DOOH and digital.
Production began with the star of the show – the genie himself. Our goal was to distil the brand into a larger–than–life character that captured the glamour of the casino world.
Next came the launch campaign assets – including TV, DOOH, social assets, 360° AR, and a brand toolkit that defined how the Genie would be used in future marketing.
From the outset, we strove not just to create a brand figurehead, but to build a brand world around him – delivering a visual treatment that felt unmistakably Spin Genie. Overall our efforts were met with strong client recognition and overwhelmingly positive feedback.
MY ROLE
I defined and guided creative end-to-end, wearing multiple hats where needed to ensure our work remained cohesive.
From concept art to storyboards, I inspired stakeholders to get behind one shared vision. As production ramped up, I stayed close to the craft – directing creative, shaping scripts and design as we juggled assets across channels.
At every stage, I was our brand barometer – 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 as the star of Spin Genie's marketing.
