Sportsbook Launch

The Situation & The Goal

• Brought on by director Declan Kyle to lead full post-audio for a launch campaign for Rebet, a new digital sportsbook & casino platform.

• Project was initially intended for ESPN broadcast delivery, requiring adherence to strict broadcast audio standards.

• Rebet, as a young startup, lacked a defined creative brief or sonic identity, creating ambiguity across departments.

• Campaign included an ending with an animated logo, requiring a repeatable but distinctive audio identity.

• Goal:

  • Define Rebet’s foundational sonic brand

  • Deliver a cinematic, sports-driven audio experience

  • Support a multi-spot launch campaign across digital platforms

Process & Key Actions

• Led end-to-end post-audio, handling sound design, foley, dialogue edit, voiceover, sound edit, and final mix across multiple spots.

• Initiated and co-led a multi-day pre-production audio workshop with the director and Rebet’s marketing team to extract brand values, tone, and priorities in the absence of a formal brief.

• Designed three distinct audio-only sonic identity concepts, each built from 10–20 layered sound effects, exploring different emotional and brand directions.

• Authored a custom creative brief and sonic rulebook, defining:

  • Sound palette constraints

  • Sample and sound-pack selection logic

  • Directional rules for energy, pacing, and sport emphasis

• Designed a dedicated logo sound design system for Rebet’s animated end-card, balancing:

  • Industrial / hard textures

  • Sporty, electric energy

  • Smooth transients and frequency control to remain easy on the ears

• Iterated on logo stings to ensure consistency across spots while maintaining impact and memorability.

• Influenced adjacent post departments, with audio direction informing motion graphics and 3D design decisions.

• Iterated across multiple revisions and cuts, re-sound-designing as new scenes and campaign deliverables were added.

• Delivered a high-end final mix, then coordinated external mastering with a Berkeley-based mastering engineer to ensure polish and consistency.

Results

• Campaign launched digitally as a multi-spot rollout.

• The flagship spot became Rebet’s most-viewed piece of promotional content to date.

• The animated logo sting became a repeatable sonic signature, reinforcing brand recognition across the campaign.

• Audio helped establish Rebet’s first cohesive sonic identity, contributing to a successful platform launch and setting a creative benchmark for future content.

Personal Takeaways & Skills Gained

• Proven ability to build brand identity from zero, especially in early-stage startup environments.

• Strengthened role as an audio-led creative partner, not just a post technician.

• Deepened experience in campaign-level sound design, spanning flagship spots and cutdowns.

• Learned how to adapt broadcast-grade workflows to high-performing digital releases.

• Learned how to design logo-specific sound systems that balance impact, brand aggression, and listener comfort.