Polymarket is reportedly paying LeBron James $15 million a year to front a celebrity-stacked campaign that launched with a 60-second anthem spot in September, built by Stagwell creative agency Today on the Moon.

The "Polymarket HQ" campaign introduces consumers to the betting platform's fictional headquarters: a skyscraper with floors dedicated to politics, the economy, culture and technology. James pushes an elevator button to reach the sports floor, where the doors open on an open office with the hectic energy of a trading floor.

The spot stacks the scene with names. Actor John Leguizamo launches footballs with a Jugs machine; football coach Bob Stoops plays mini-golf; director Spike Lee chats with WNBA legend Sue Bird; James talks with MLB Hall of Famer Derek Jeter and comedian Craig Robinson; actor Alexandra Daddario sits at a desk; model Emily Ratajkowski appears on a video call. The action peaks as quarterback Eli Manning tackles cornerback Richard Sherman through a wall, ticker tape falls, a marching band appears and rapper Jay Rock's "Win" plays on the soundtrack.

The follow-up ads tell stories about Polymarket's features using smaller groups of ambassadors. Sherman and Daddario breathe through tough trades; Manning attempts to recruit Lee to his in-app squad; Jeter refuses to help Robinson. A standout 30-second ad focuses on the chaos of football trades, features Manning, Stoops and running back Reggie Bush, and is set to a heavy metal soundtrack.

The ads run across TV, digital, out-of-home and social media in the U.S.

Why celebrities and a fictional office?

Travis VanderZanden, Polymarket's chief growth officer, framed the campaign around the platform's identity. "Polymarket HQ brings the energy of sports and prediction markets to life in a way that feels unmistakably Polymarket: bold, unexpected and built around the people and moments that make sports so fun. Squads puts that same energy directly in the product," he said in a statement.

The creative concept originated with Polymarket, which then tapped Today on the Moon to expand it.

"It really was about building this expandable world and diving into what would happen in a fictional Polymarket office, but having a space that allowed us to fill it with lots of interesting types of people," said Tom Suharto, chief strategy officer at Today on the Moon. "Obviously, there's a huge celebrity roster that we were fortunate enough to work with, but we can tell lots of different types of stories there."

The roster came together piecemeal: some stars signed early, others were late-breaking additions. James' partnership is expected to focus on football, not basketball — the sport where he is set to begin a record 24rd season. It is reportedly worth $15 million per year, according to Front Office Sports.

Whatever feature a given ad highlights, the celebrities carry strong personas that the creative references or riffs on.

"Audiences have such a relationship with them already that we just wanted to keep it simple and tell a relatable story about what it would be like for these people to be hanging out together, whether they're in a Squad or whether they're live trading, and just allow for natural fun to ensue," Suharto said.

What did the scale of production demand?

The large roster — which doubles down on the celeb-heavy playbook Super Bowl advertisers have used for years — forced the agency to maximize both set time and screen time for some of the biggest names in sports and entertainment.

"There were a lot of logistical challenges, and at a scale of a production like this, there were curveballs left and right, but at the same time, we knew the type of story we wanted to tell," Suharto said. "Once we knew what we were doing, we could handle some of the curveballs — this person's not available, we're going to get this person instead — and it all worked out."

The campaign arrives as Polymarket, like its competitors, works to establish and differentiate its brand in a crowded, evolving marketplace. Beyond the celebrity parade, the effort had to deliver a core message about the platform and its features. And while this campaign focuses on sports, the format can stretch to other "floors" of Polymarket HQ.

"That's the fun part of building a world that you own. If we want to go back to it or if we want to hit another cultural moment … it gives us a lot of opportunity," Suharto said. "It's not to say we've charted out all these future chapters, but we intentionally gave ourselves some flexibility to do so."