Party Casino - Step into our World
The Party Casino's "Slot Into Our World" campaign for Entain’s casino brand, Party Casino, was a comprehensive above-the-line effort featuring a TV commercial and extensive media assets rolled out across Europe and the UK. This campaign introduced four themed worlds – Irish, Egyptian and Nordic – with games reflecting the unique cultures and aesthetics of those regions.
The main TV advert, shot in Milan over two days, combined green screen work and studio shoots with actors, producing a visually rich experience art directed and overseen by me. The production included substantial CGI work in Cinema 4D, which expanded on pre-existing 2D graphics developed for digital and social channels. This 3D enhancement added depth and a premium feel to each themed world. In contrast, social and digital assets used a more vectorized, illustrative style aligned with Party Casino’s brand guidelines, which I led. Our team designed movement accents and inertia effects to integrate seamlessly across social media, enabling streamlined video creation and adding a playful, cohesive brand personality to social assets.
Throughout all scripts and copy crafted for Party Casino, a consistent emphasis was placed on language that reinforced a theme of celebration, enhancing the brand’s distinctive "party" vibe. Working closely with the copywriting team, we focused on terminology that evoked excitement, energy, and inclusivity. This strategic choice in language ensured that every written piece aligned with the vibrant visuals on screen, creating a unified brand experience. The celebratory tone not only elevated the party essence but also differentiated Party Casino, inviting audiences to feel part of an ongoing festivity across all touchpoints of the campaign.
In the digital and social media segments, we created themed video assets that wrapped around game titles available in Party Casino’s lobby. These assets carried the “party” essence, which is central to Party Casino's identity, highlighting a unique, vibrant experience compared to other brands. This emphasis on fun was the campaign's cornerstone, aimed at building a distinct sense of celebration and liveliness that defined Party Casino’s position in the market.
The campaigns spanned multiple regions, including Canada and Spain, with all assets converted into various sizes and formats, such as HTML5 banners, and localized in up to six different languages. A custom walking rig was created to allow the actor to walk on a treadmill while being filmed, producing dynamic footage specifically for a digital out-of-home video.
