I led the creative concept and ideation for Resorts World Bet as New York legalized online sports betting, shaping the launch of the casino’s new mobile app. The work positioned the app around a simple cultural truth: now New Yorkers can play where they play, in the greatest city in the world. Working cross-functionally across teams, I helped bring the idea to life through a TV spot timed to release at the exact moment betting became legal, introducing Resorts World Bet as a distinctly New York–built platform with immediate relevance at launch.