BetMGM:
Make It Legendary
As part of a total strategic rebrand for BetMGM’s sportsbook and casino apps as well as their physical sportsbook locations across their casinos, we developed the Make It Legendary platform. We identified what made them stand out and shifted their positioning to be all in on the player and the experience. With that we created a voice and POV that worked for not only consumers, but internally as well. The new north star- Make it Legendary honors MGM’s legacy in casinos and entertainment while making it tangible for consumers to potentially make their own legendary stories each time they interact with the brand.
We also created a completely new look for all of BetMGM’s photography— A high flash, FOMO inducing captured, not posed vibe reminiscent of night life photography. Golden flash and a moment in time, something completely own able for the BetMGM brand.
CREDITS:
AGENCY: Highdive
CCO: Mark Gross
GCD: Alex Zamiar
GCD: Jonathan Richman
CDs: Chip Kelly, David McCradden
CDs: Wayne Robinson, Matt Collier
SENIOR PRODUCER: Shobin Mathew
EXECUTIVE PRODUCER: Julie Ethridge
HEAD OF PRODUCTION: Jen Passaniti
PRODUCTION COMPANY: Biscuit
DIRECTOR: Noam Murro
EDITOR: Stewart Reeves
EDIT HOUSE: Work Editorial
SOUND: Another Country
GFX: Parliament