A conversation with James Pentland, Head of Creative Direction, UK & Spain Marketing
Our recent campaign with Will Best for Virgin Games has been turning heads – and for good reason. From concept to execution, this influencer-led activation blended humour, relevance, and responsible gambling messaging, all wrapped up in one of our most ambitious productions to date. We sat down with James Pentland, Head of Creative Direction for UK & Spain Marketing, to get the inside scoop.
James, was this one of your teams biggest projects this year?
James: Absolutely. This campaign was one of our most ambitious and successful so far. It combined multiple content formats, a high-profile partner, and a strong strategic vision – to deepen engagement while elevating our brand. We’ve got more exciting work coming, but this one really set the bar.
What was the main objective of the campaign?
James: We wanted to drive engagement and boost visibility with content that feels culturally relevant and personality led. Equally important was integrating safer gambling messages in a way that felt natural – not forced or disconnected.
What impact do you hope the campaign will have?
James: We aimed to balance fun with trust. Will’s audience aligns closely with ours, so we designed the content to spark genuine connection and long-term engagement. We wanted people to feel entertained, but also to walk away with a stronger sense of who we are as a brand.
And how did the idea for this campaign come about?
James: It started with a vision to connect Virgin Games with cultural moments and voices that resonate with our audience. Will Best was the perfect fit – funny, trusted, and truly authentic. We wanted something modern, London-centric, and human. That’s exactly what this campaign delivered.
What made the filming process memorable?
James: The “90 Seconds with the Best” segment stands out. It was a quick-fire Q&A with Will, full of unscripted, spontaneous moments. Will’s energy was contagious – it really brought the whole set to life and made the shoot genuinely fun for everyone involved.
Did this campaign reflect Bally’s values?
James: Without a doubt. When working on “A Straight-up Safer Gambling Story,” we hit a moment where we had to recalibrate the tone. The team came together with true All One Team spirit – showing leadership, adaptability, and a clear sense of purpose. It was a great example of our Love to Lead value in action as well.
Any team shoutouts?
James: The campaign wouldn’t have been possible without our social, brand & proposition and creative services team. They juggled three distinct content strands and perfectly aligned them with Will’s tone. Their consistency, messaging skills, and adaptability made all the difference.
Stay tuned for more behind-the-scenes stories from our commercial teams – and if you’d like to join them for their next big project, check out our open roles here and join the Ballyverse today!