Stay Classy, Genting
Genting is one of the world’s biggest and best-known casino brands. Already operating over 40 casinos nationwide they decided to launch one of the most progressive online casino offerings ever seen in the industry.
I was tasked with developing and pushing forward their brand identity toward new, more exclusive markets, whilst retaining the trust and loyalty of existing customers.
My creative approach deliberately turned its back on the flashing and gimmicky online gaming ad landscape. Instead, through ongoing research, I tried to delve into the minds, attitudes and behaviours of the most important people in any casino... the players.
Play On Player
LRD's ad follows THE PLAYER, a fictional character. Played by Charlie Gardner, fresh from a recent role in Ridley Scott’s Martian, the ad follows the player around an amazing far eastern cityscape. Interspersed with iconic casino images of chips, cards and roulette wheels and supported throughout by the hard-edged CryBabyCry soundtrack, we hear the player share his thoughts and reflections on his gaming ethos and attitudes as a serious casino player.
This ad launched our relationship with Genting from part-time to full time, rewarding me with many opportunities to engage in a range of digital mediums. I created many banners for sports betting, casino, affiliate communications and slots game promotions alongside a host of emails and web furniture.
There's An App For That!
Working with our web ninja on developing an app for Genting Casinos was good fun. He set about creating an 'app map', laying out a directed yet clutter-free user journey whilst allowing full site navigation. I made sure the look and feel of the app allowed that journey to be as clearly signposted as possible whilst promoting in the best light, the brand's newfound aesthetic and identity.