Betfair - Newest Games

Brief: "We send an early life email daily to new players and feature a "new" pod which talks about Play New and will include an offer on all games with a link to the Play New zone. The email is automated so there are limited opportunities for creative updates which makes featuring a game tricky. We'd like a game agnostic creative which still conveys a feeling of newness using dogs but doesn't rely on a game." Task: To create a new creative which keeps the integrity of the new message by not featuring a game that's up to 6 months old in a Play New message

I had the idea of "lights and glass" to convey the "gaming" element of this brief, keeping the brand colours as opposed to going overly neon or luminous. I tried a couple of different renders of glass. I also wanted to use "bling" to accentuate the "New" criteria of the brief.

The artwork was created using Autodesk Maya, Keyshot, Illustrator and Photoshop.

(Below) Variations of copy, layouts and renders. A version of the finished phone screen showing the golden bling background which was created in Photoshop using cloud filters (among other things!)

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