Sportsbet launches new campaign brought to life by virtual production technology
Sportsbet has used its signature creative style – bold, fun and tongue-in-cheek – in its latest integrated campaign which highlights the many product benefits of AFL Same Game Multi Tracker.
Created by Sportsbet’s inhouse creative team in collaboration with production partner Palomina and Steelbridge Studios and Alt VFX, the new campaign uses virtual production technology to bring AFL Same Game Multi Tracker’s “imaginary” HQ to life.
Shot in both virtual and real sets at Steelbridge Studios in Queensland, Palomina engaged Armand De Saint Salvy to amplify AFL Same Game Multi Tracker’s “imaginary” HQ. Together, all partners took a big idea and brought to life the inner workings of the app through relatable and comical departments, each representing the legs of a Same Game Multi.
Says Kate Merrin, Palomina: “It’s always exciting being given the opportunity to work with new tech. Virtual production really suited this creative idea and with Steelbridge we were able to build the world that Armand and Sportsbet envisioned for the Tracker HQ, working with amazing talent from WA and Qld. It was a great process and shoot.”
Says Jason Thatcher, head of brand, GTM and advertising, Sportsbet: “Armand’s off-beat creative approach complements our brand satire perfectly. He’s a master storyteller who seamlessly combines comedy and drama to make stories resonate with a brand’s target audience. We just love the style of this ad and the world which we built for it, and we are confident punters will engage with AFL Same Game Multi Tracker as a result.”
Says Rambo Goraya, executive creative director, Sportsbet: “Sportsbet has always been renowned for its audacious and unexpected campaigns and this latest campaign is no exception. It’s a product that punters love and we hope the playful creative visualisation of Tracker in the TVCs resonates with them just as much as the product itself.”
The creative features 3 x 45” executions, 3 x 30” and 3 x 15” spots, all supported by bespoke edits for social media channels including Instagram, Facebook and Snapchat, plus radio.
The campaign is live across various sporting platforms (FTV, PTV and digital) and will be aired across various channels for up to 6 months.
Client/Creative – Sportsbet
Chief Marketing Officer, Mark Migliorini
General Manager of Advertising, Partnerships & Marketing Production, Tim Hernadi
General Manager of Creative Content, Kathy Schokman
Head of Brand, GTM & Advertising, Jason Thatcher
Campaign Manager, Jack Stewart
Head of Production, Dan Atkins
Executive Creative Director, Raman Goraya
Creative Director, Tim Leckie
Senior Creative: Shaun Conroy
Production Partner: Palomina
Production Producer: Kate Merrin
Brand Producer: Rachel Gilkison
Director: Armand de Saint-Salvy
DOP: Lachlan Milne
Production Designer: Laura Elkington
Casting: Toesox, Perth & Ben Parkinson, Brisbane
VFX Supervisor: Colin Renshaw
Virtual Production: Steelbridge Studios
Editor: Michael Houlahan @ The Institute of Post
VFX / Online: Alt VFX
3 Comments
looks half decent. wish gambling campaign budgets bled across more valuable products and services
Imagine if you got these kinds of briefs and budgets to play with at an agency these days. Would make this barely-passable work incredible.
It misses the mark.