Better Half and Polymarket Insist Questions Are Everything
Polymarket introduces "Questions Are Everything," its global campaign created by the brand’s Creative Director, Daf Orlovsky, in partnership with New York-based creative agencies Better Half and Four Four Entertainment. The new brand campaign brings Polymarket's core product language into culture for the first time: a question, a market, and a real-time measure of what people collectively believe may happen next. The strategic intent is a deliberate repositioning toward a mainstream cultural identity, using the most-watched sporting event on the planet - the World Cup - as the launch moment.
The hero campaign element, Questions Are Everything (:75), is a cinematic portrait film directed by Gabriel Moses and narrated by Rick Rubin, featuring 15 countries with a global cast that includes Rubin, Future and Peso Pluma. Each portrait is framed through a national flag and tied to an active Polymarket market, connecting the World Cup's global stage to the questions people are tracking across sports, culture, politics, technology and entertainment. The music track is Kanye West's "Runaway." To note, Flags surpassed 30 million views across Polymarket’s official social channels in less than 24 hours following launch last week.
While soccer is the entry point, the campaign moves well beyond the tournament, positioning Polymarket as a real-time barometer for what audiences believe may happen next across the events and narratives shaping the world.
The media buy for Questions Are Everything reflects that ambition. The longform hero spot ‘Flags’ debuted on broadcast during last night’s USA vs Turkey game. Rick Rubin :15 has been running throughout the World Cup, a :30 premiered during the UFC White House fight, and a rotating series of :15s and :30s that includes talent-specific cuts for Future and Peso Pluma, plus country cutdowns for Argentina, Portugal, Senegal, Britain, and France, runs through the remainder of the tournament. There will also be OOH running in each market.
“Questions Are Everything” follows Polymarket’s recent podcast launch with Dear Media, “What Are the Odds?”, which brings real-time prediction market data directly into pop culture.
CREDITS
Brand: Polymarket
Campaign Name: Questions Are Everything
Launch Date: June 23, 2026
Brand: Polymarket
Creative Director: Daf Orlovsky
Client Lead: Josh Tucker
Executive Producer: Kian McHugh
Executive Producer: Jordan Vernes
Lead Designer: Balint Ruboczki
Creative Consultant: Andreas Aresti
Creative / Story: Brian Logvinsky
Production Advisor: Marc Anthony Paz
Creative / Story: Shayne Coplan
Agency: Better Half
Executive Producer + Creative: Will MayerStrategy: Alyssa Bonanno
Production Coordinator: Mia Marom
Motion Designer: Hugh Kavanagh
Agency: Four Four Entertainment
Producer: Lauren Nadel
Photo + Video:
Photographer + Director: Gabriel Moses
Creative, GM Studio: Katja Horvat
Agent: Lindsay Cooper @ Concrete
Producer: Victoria Mancisidor @ Concrete
Producer: Clare Laurance @ Concrete
Movement Director: Manu Loca
Digital Tech: Jono Pivovar
DP: Karol Jurga Story / Additional Production: Siberia
