BETMASTER

CASE STUDY:
AI CAMPAIGN

ROLE:
HEAD OF CREATIVE
(@ why.cgi)
Ideation, Art Direction, Production Strategy

PROJECT OVERVIEW

BUILDING A MULTI-MARKET CAMPAIGN

Betmaster, a UK sports betting platform, needed a high-energy campaign for live betting built from a loose brief with little established visual language. The final system had to function as a hero film while supporting cutdowns, localized versions, and adaptations across digital and broadcast markets.

THE CHALLENGE

MINIMAL CREATIVE DIRECTION / CLIENT NEW TO AI

We needed to define the visual identity, narrative approach, and production system from the ground up while introducing AI workflows to a client encountering them for the first time.

I LED THE PROJECT FROM IDEATION THROUGH DELIVERY

MY ROLE

This included developing creative directions, presenting and aligning with the client, structuring the team around the concept, and guiding AI artists and motion designers in a single cohesive pipeline.

KEY DECISIONS

01 - HYBRID AESTHETIC: AI + MOTION GRAPHICS

We combined AI animation with motion graphics to generate visually rich scenes quickly while keeping control over layout, typography, and localization. AI expanded the creative possibilities. Motion graphics held the structure together.

02 - BUILT AS A SYSTEM, NOT A SINGLE FILM

The campaign was designed from the start to be adaptable. Betting data, regional languages, format outputs, and cutdown structures, could all be swapped without rebuilding the work from scratch. Early layout decisions made that possible.

03 - DEFINING A VISUAL LANGUAGE

Because this was early in Betmaster's marketing efforts, we treated the project as a foundation. We established pacing, transition style, and visual tone that the brand could carry into future campaigns — not just a one-off execution.

OUTCOME

We delivered multiple hero films and adaptable cutdowns across languages and formats. The project also established a new visual language and a scalable production framework that Betmaster could carry forward into future campaigns.