In a culture defined by infinite scrolling, recycled content, and predictable weekend plans, surprise has quietly become a luxury. That insight sits at the heart of “Beyond Your Wildest,” the new omnichannel campaign from JOAN and Mohegan Sun, marking the agency’s first work since being named Mohegan Sun’s agency of record in 2025.
Launching January 13 across CTV, OOH, digital, and social, the campaign reframes Mohegan Sun not simply as a casino or resort, but as a living entertainment ecosystem where no two experiences ever unfold the same way.
Rather than leaning into unattainable glamour or fantasy escapism, “Beyond Your Wildest” taps into something more human: the thrill of discovery. The campaign celebrates those unscripted, lore-making moments that can only happen when routine breaks and expectation gives way to surprise.
Whether it’s stumbling into an unforgettable live performance, encountering an unexpected pop-up culinary experience, or opening the Mohegan Sun Online Casino and thinking, “I did not see that coming,” the brand becomes a catalyst for stories worth retelling.
Anchored by two 30-second hero films, Cannonball and Play It Again, the work positions unpredictability as the ultimate draw and the rarest form of indulgence. Watch below:
“What excited us, with our Mohegan Sun partners, was everything that happens around winning,” said Mohammad Diaa, Executive Creative Director at JOAN. “The surprise. The moments you didn’t plan for. The feeling that even if you’ve experienced it a hundred times, something can still catch you off guard. That sense of wonder is the real draw, and that’s what we wanted the work to capture.”
JOAN’s approach unites Mohegan Sun’s physical destination and its digital platforms under a single, cohesive brand vision. The result is a seamless entertainment experience that exists wherever audiences are, on property, on screen, and in app, while maintaining the same sense of intrigue and momentum across every touchpoint.
For Mohegan, the campaign represents a significant brand moment, aligning its resort-based experiences with its growing digital presence under one creative umbrella.
“This marks a key milestone for Mohegan as we launch our first major omnichannel campaign, bringing the energy of our world-class destination, Mohegan Sun, together with the ease and excitement of Mohegan Sun Online Casino,” said Dave Martinelli, Chief Marketing Officer for Mohegan. “By uniting resort-based and digital play under one vision, we’re delivering a seamless entertainment experience that meets our fanbase wherever they are and delivers on the thrills, unexpected moments, and unmatched guest service Mohegan is known for.”
“Beyond Your Wildest” also continues JOAN’s partnership with independent media agency CrossMedia, which was formed in 2023 to deliver integrated creativity-plus-media solutions designed to drive culture at scale.
In a year when entertainment is everywhere and often feels like nowhere, JOAN and Mohegan Sun are betting that the most powerful move is to make people feel something again. Not by telling them what to expect, but by reminding them how good it feels to be surprised.
CREDITS:
BRAND: Mohegan Sun Casino
AGENCY: JOAN
- CEO: Lisa Clunie
- CCO: Jaime Robinson
- Executive Creative Director: Mohamed Diaa
- Creative Director: Trent Spear / Michael Gusman / Tom Francesconi
- Associate Creative Director (Art): Diego Zelaya / Giselle Lucero
- Associate Creative Director (Copy): Hannah Brady
- Design Director: Anjela Freya
- Sr. Designer: Casey Michael / Nic Faouen
- Deputy Head of Account Management: Francesca Goring
- Group Account Director: Alex Hadshi
- Account Supervisor: Mikaela Gatewood
- Head of Strategy: Kristin Van Note
- Group Strategy Director: Emily Waite
- Strategy Director: Hunter Kelly
- Executive Communications Strategy Director: Charley Cobbin
- Senior Communications Strategist: Ukti Ishanpara
- Head of Production: Cheri Anderson
- Executive Producer: James Lawson
- Sr Project Manager: Grace Gandolfo
- Business Affairs Manager: Kara Driscoll
- CFO: Renee Jennings
PRODUCTION COMPANY: The Sweetshop
- EP: Jeff Miller
- Directors: Christian and Patrick
- Line Producer: Scott Ludden
PHOTOGRAPHER: Gardening Club
- Angela Jackson Betts
- Jon Baxter
- Photographer: Joe Lafleur
Transmission Creative
- EP: Kristian Andresen
- Stills Producer: Collin Hudock
- Production Coordinator: Emma Teasdale
POST: JOAN Studios
- Editor: Carlos Crooks
- Animator: Grace Wiehl
- Post Producer: Becky Wells
COLOR: RCO
- Founder/Colorist: Seth Ricart
- Sr. Producer: Sheina Dao
SOUND/MIX: Sonic Union
- Sound Designer and Mixer: Owen Shearer
- Producer: Gina Petrarca
