Sportsbet has launched a new campaign spruiking its AFL Same Game Multi Tracker that was shot, in part, on a virtual set in Queensland.
Created by Sportsbet’s in-house creative team in collaboration with production partner Palomina and Steelbridge Studios and Alt VFX, the new campaign brought the AFL Same Game Multi Tracker’s “imaginary” HQ to life by shooting in 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.
“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,” said Palomina’s Kate Merrin.
“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,” said Sportsbet’s head of brand, GTM & advertising, Jason Thatcher.
Sportsbet’s executive creative director, Rambo Goraya said: “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 goes live across various sporting platforms (FTV, PTV and Digital) on 30 April and will be aired across various channels for up to 6 months.
Campaign credits
- 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
