BetMGM Make It Legendary

BetMGM’s “Make It Legendary” campaign marked a major evolution in the brand’s positioning—transforming sports betting from a transaction into a story worth telling. Developed by Highdive, the platform became both an external campaign and an internal rallying cry for the company, redefining how BetMGM shows up in culture.

As Executive Producer, I led production across a large-scale, multi-city campaign spanning New York, Vancouver, Miami and Detroit. Over the course of the production, we balanced celebrity talent, union and non-union casts, six hero films, extensive cutdowns, social content, and photography assets—ultimately delivering over 1,000 assets across channels.

The scale and complexity of the campaign required deep collaboration across creative, production, talent, and agency teams, along with a shared commitment to pushing the storytelling further at every stage. From broadcast to social, every piece was crafted to feel cinematic, culturally relevant, and built for scale.

This project was one of the most ambitious and creatively rewarding productions I’ve led to date. It was a true testament to what’s possible when talented people come together with trust, passion for the work, and a willingness to keep finding the best way forward.

Agency: Highdive

Role: Executive Producer

Production Company: Biscuit Filmworks

Director: Noam Murro

Editorial: Work Editorial

VFX Finish: House of Parliament

Sound Design & Mix: Another Country

Collaborating with Noam and the entire Biscuit team on a production of this scale was an absolute privilege and a reminder of what’s possible when great storytelling and great collaborators come together.