Gambling
Gambling is one of the most jurisdiction-restricted advertising categories anywhere — what's legal to advertise, and to whom, changes by country and, in the US, by individual state. On Visie, that craft spans campaign and app photography for marques like FANDUEL, Draftkings, New York Lottery, and OLG, with responsible-gambling messaging built into nearly every brief.
This week's top Gambling projects
This week's top Gambling projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Novig · Just Sports
Novig enters the sports betting space with its 'Just Sports' campaign, featuring actor Sydney Sweeney. The commercial leans into a moody, high-contrast aesthetic, placing the focus on stylized equipment and athletic imagery within a clean studio environment. Executing a polished visual approach, the work utilizes hard light and chiaroscuro techniques to frame Sweeney alongside various sports apparatus. The result is a series of focused, editorial-style live-action spots that highlight the brand's identity.
NYS Lottery · Knicks
This commercial campaign for the NYS Lottery, titled 'Knicks,' integrates sports iconography with high-contrast visual elements. The production leans into live-action techniques, featuring a mix of storefront signage and illuminated brand messaging that centres on the New York Knicks identity. Developed by McCann New York and UM Worldwide, the campaign utilises a vertical format to connect local lottery branding with the city's basketball culture, punctuated by neon lighting effects throughout the sequence.
Hard Rock Cafe · Very Adult Son
Hard Rock Cafe's campaign 'Very Adult Son' is a lighthearted commercial set in a bright, modern residential kitchen. The narrative focuses on the comedic reality of adult children moving back home, utilizing live-action technique to ground the interaction between three lead actors. The film transitions between domestic kitchen scenes and close-ups of the Hard Rock Bet gaming app on a smartphone. The aesthetic leans into a clean, commercial visual style defined by natural light and neutral, contemporary interior design.
New York Lottery · Can You Imagine
The New York Lottery's 'Can You Imagine' campaign introduces a series of comedic scenarios, tracking the transition from mundane retail environments to elaborate, fantastical settings. The production, executed by Biscuit Filmworks, anchors the narrative in a convenience store before expanding into stylized tropical and aviation sequences. Technically, the project relies on live-action technique contrasted with high-fidelity VFX to facilitate the jump between the real world and imaginative daydreams. Post-production and VFX were managed by Untold Studios, while the atmospheric sound design and musical score were composed by Heard City to maintain a cinematic tone.
Paddy Power · Nobody Does Football Better Than US
Paddy Power channels the clash of global football cultures in this comedic commercial campaign, 'Nobody Does Football Better Than US.' The spot leans into the contrast between stateside sports spectacle and traditional British football fandom, utilizing high-energy editing and saturated lighting to bridge the two worlds. Featuring performances from Rob Lowe, Danny Dyer, and Peter Crouch, the live-action production oscillates between expansive stadium settings and local pub environments. The campaign was developed by BBH London.
William Hill · Hand
This commercial for William Hill, titled 'Hand', captures a series of vignettes centered on an urban narrative. Directed by GREATERGOOD, the film transitions between city rooftop perspectives and interior spaces, utilizing X-ray graphics of a hand and brain to illustrate internal focus. The aesthetic leans into a cinematic tone, defined by desaturated, cool color grading. Muted blue and grey hues maintain a consistent atmosphere throughout the live-action sequences, highlighting the interplay between the urban environment and the subjects' expressive reactions.
Fanatics · The House Always Wins
Fanatics explores the internal mechanics of sports betting in this latest commercial project. The spot features a live-action narrative set within a professional, wood-paneled office space, focusing on an executive at a desk. The production, brought to life by Arts & Sciences, leans into a clean, cinematic aesthetic. Post-production duties were handled by Parliament and Royal Muster, with sound design and music curation provided by Wave Studios NY. The work maintains a grounded visual tone, utilizing soft indoor lighting to define the professional atmosphere.
Fanatics Casino · The House Always Rewards
Fanatics Casino presents 'The House Always Rewards,' a commercial project that channels a corporate aesthetic within a sophisticated office environment. The film utilizes a live-action technique, relying on clean spatial composition to frame its narrative. The production, handled by Arts & Sciences, features a controlled, warm interior lighting scheme that highlights the production design of the executive suite. With sound and music composition by Wave Studios NY and post-production support from Kelly Flynn, House of Parliament, and Royal Muster, the spot maintains a consistent polished commercial look.
bet365 · Perpendicular | bet365 Bonus Bets
The bet365 commercial spot 'Perpendicular' brings a lighthearted tone to the gaming industry through a series of conversational exchanges. Set within a spacious industrial hangar, the live-action narrative features a group of pilots and trainees engaging in banter while seated at classroom-style desks. The execution relies on a cinematic approach to frame the interactions, utilizing natural, diffuse light to define the hangar's open structure. The project was developed with creative input from agency partner VML US, leaning into a clean visual aesthetic that prioritizes clarity alongside the brand's required messaging.
Fanatics · Bet On Kendall
Fanatics enters the sportsbook space with the 'Bet On Kendall' campaign, a polished commercial spot starring Kendall Jenner. The project leans into a high-end aesthetic, utilizing natural light and live-action techniques to frame the talent on a scenic rooftop terrace. Produced by OBB Media, the film prioritizes a clean, cinematic look that pairs professional production values with the brand's sports-focused messaging. Post-production and VFX work were managed by JANE to finalize the project's upscale, broadcast-ready finish.
Paddy Power · Chris Cottam
This Paddy Power commercial, directed by Chris Cottam, features actor Colm Meaney in a spot that blends observational framing with a comedic narrative. Filmed on a racecourse, the performance leans into a direct-to-camera approach against a backdrop of open fields and overcast skies. The production utilizes natural light and a clean cinematic aesthetic to ground the campaign's dialogue. Bodacious handled production duties for this live-action project.
BetMGM · Tom Has Won Enough
BetMGM brings a lighthearted approach to sports betting in the campaign titled Tom Has Won Enough. The film stars Vince Vaughn, who navigates a series of vignettes that shift from the high-contrast lighting of a Las Vegas evening to the relaxed atmosphere of a beachfront home. Produced by Biscuit Filmworks with creative direction from Highdive, the project relies on live-action technique and cinematic framing to capture comedic timing. The narrative explores sports betting culture across varied settings, supported by post-production work from KEVIN and Meticulous Timin, and sound design from Another Country.
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