Creative Direction/Art Direction/360 Campaign
Betting the house on responsible sports gaming education to score major league visibility.
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The Client
The American Gaming Association (AGA) is a national trade organization that promotes safe, regulated gambling environments.
Through its Have A Game Plan campaign, AGA offers tools and resources to encourage responsible and legal sports betting. With growing partnerships between sports leagues and sportsbooks for in-venue betting, AGA aims to expand access to information and resources to ensure everyone has a game plan.
The Strategy
AGA asked me to reshape their current brand into a narrative that would appeal to sports betting enthusiasts and partners across various sports leagues, while also ensuring adaptability to maintain the campaign's long-term goals. The client wanted this new television spot to debut before the Super Bowl, one of the biggest annual events for the gambling industry.
I quickly activated my team across creative and video to concept and produce the spot and roll out the supporting deliverables to meet the project’s three-week timeline. Full-team collaboration was crucial throughout the entire process, emphasizing teamwork over individual task ownership to ensure the project's success.
View a quick video of how this campaign rolled out:
The campaign has attracted attention for responsible sports betting across five major leagues, forming partnerships with over 30 entities like NASCAR, the PGA Tour, MGM, DraftKings, and MSG Networks.
Co-branded visuals, motion graphics, and webpages boosted AGA’s visibility, shared essential industry information, and provided safety and educational resources. With over 150 cuts and ongoing deliverables completed, AGA is set for further growth in influence and partnerships.
The Results
30+
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partnerships created across 5 major sports leagues
150+
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pieces of creative and counting delivered across 15 asset sizes
TEAM
Agency: NJI
Creative Director: Nathan Gomez
Design Lead: Glen Swart
Video Lead: Ryan Raybold
Video Development: Bill Risen