Gila River Resorts & Casinos · 2023
You Do You
A casino campaign that puts the feeling in the frame. Live-action footage, with neon animation over it for the luck, the rush and the noise the camera can't see.
A casino campaign that puts the feeling in the frame. Live-action footage, with neon animation over it for the luck, the rush and the noise the camera can't see.
Results
You Do You received a D&AD Pencil.
- An audience that kept skewing younger every quarter.
Results
You Do You received a D&AD Pencil.
- An audience that kept skewing younger every quarter.
Footage
Everything starts as live action on the property. Craps, slots, the pool, an elevator opening onto friends.
Some angles are strange on purpose. One looks out through the glass of a slot machine, with GOOD LUCK reading backwards across the players.
Neon
Over the footage sits animated neon, hand-drawn by the production team. A thumb hits a slot button and violet lightning cracks out. A guy blows on his dice and pink flame comes off his fingers.
I helped concept that idea and art-directed it. The footage shows the room. The neon shows how the room feels.
Colour
Magenta, violet, cyan and a mint green. The palette stays close to the casino’s own light, the blue ceiling rings and the slot screens.
In the lobby, drawn flowers open around a woman in dark glasses.
Violet lightning.Pink flame.Gold floats.Backwards glass.Mint ribbons.Magenta felt.
Pool
YOU DO YOU, spelled out in gold floats and seen from straight overhead. Neon ribbons curl along the pool edge.
Photography
A set of stills from the same property: pool, hot tub, prime dining, craps, slots, a terrace over the desert.
No neon on these. The people and the colour carry them.
Credits
- Gabe Kachirisky
- Associate Creative Director
- Noah Williams
- Creative Director
- OH Partners
- Agency
