pr0ner: He is so delusional right now he thinks a big win is making some Hollywood style shots and slapping them on a banner.
I agree with LMsA that it looks like he is rebuilding his brand, so it is less about JW-specific content and more about him and his interests. It is possible that he is realizing that a following largely made up of people who were/are religious fundamentalists is not going to accept his casual approach to marriage and promiscuous sex. It is also possible that he doesn't realize that any other group he might try to attract will see him in much the same way.
If he thinks that he can build a following of atheists and that they'll be fine with the way he treats people, he is likely in for a rude surprise. It's not only exJWs who don't like to be around obnoxious, self-centered blowhards. Any new direction he takes will go the same way- he will mistreat people and burn bridges and cry persecution when they expose him. It's just a question of how many communities he can alienate before he's done.