In 2025 Paddy Power Games launched a new campaign with the aim of promoting their wide variety of games. The idea they landed on was “All Sorts of games for all sort of people”.
The campaign was fronted by Danny Dyer and the TVC features him as a slick casino boss taking us around his establishment as we encounter a variety of characters and famous faces.
Working alongside our agency, BBH London, we were responsible for all static aspects of the shoot. Our approach was to create a character or personality for each of our ambassadors and use that to showcase the different types of games and gameplay available to customers. We also proposed some new split-screen layouts and design to evoke the cinematic feeling of famous casino films like the Ocean’s series.
Our first priority was capturing some on-set portraits of each ambassador during brief 5 minute windows in the filming. This included an epic shot of Danny in the bath.
Priority number two was to shoot a selection of poses on a colorama that could be cut out and used individually or comped together as necessary. We shot these in mid and full length.
All of these assets were used in static and motion OOH, print, social, onsite, CRM and banners.
Finally, just prior to Cheltenham in 2026, Paddy Power Games ran a Metro wrap in the UK that utilised the splitscreen approach for the front and back covers, really showcasing the incredible portraits we got on the day.
Massive thanks to everyone who worked on this project!
Daniel Flynn - Creative 