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TONYBET SPORTS
TonyBet is an international sportsbook and gaming brand. WithFeeling produced the original music, rap and sound design for its sports betting and casino TV campaign, a fully bilingual set of spots for the English and French Canadian markets. Working with the agency What’s Possible Group, we covered original composition, talent casting and direction, a directed recording session and post-production.
THE CHALLENGE
This was a multi-format campaign, not a single ad. In each language we delivered three distinct spots built around the TonyBet brand hook: a 30-second sport hero covering the VIP positioning, live games, slots, jackpots and odds; a 15-second casino cutdown; and a 15-second sport cutdown. The French versions had to be true transcreations that preserved the rhyme, rhythm and repeating hook rather than literal translations, and the 15-second versions were re-written from the ground up so a rap still lands cleanly in half the time, not simply trimmed.
THE APPROACH
We led the creative and production end to end: writing and composing the original rap, casting and directing the talent (booked through TADA Voiceworks), and running the session. To give the client a genuine choice, we wrote and recorded an alternative ending for the sport spots in both languages so they could hear each delivered against the film. The session was directed remotely over video, so the rap could be placed against the music and seen on the cut in real time, letting everyone judge the delivery and the competing endings live. We prepared the full production pack in advance, demo mixes, music-only stems, the latest films and approved scripts, and coordinated talent, agency and client throughout.
THE RESULT
The campaign came together as six core spots, three formats across two languages, plus the alternate endings, all carried by one consistent brand hook. WithFeeling owned the original music and rap, the sound design, the talent direction and the coordination between talent agency, creative agency and client, and handled the downstream usage licensing after delivery.
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