Allwyn

A product ad with rules, not a mood film

Lottery advertising is regulated down to the frame: warning strip, age limit, no alcohol on the table, the ticket exactly as printed. The POKLAD scratch card is also a physical board game, so the spot had to explain the mechanic - open the ticket, walk the trail, roll, scratch, win the gold brick - in fifteen seconds, and again in forty-seven.

Easter was the opposite problem: three tickets, one emotion, six seconds. The client wanted a new spring tradition rather than a promotion, so the film had to be warm first and product-forward second, and it had to cut down to a six-second bumper without losing the reveal. KVIFF was a third kind of job: a two-minute festival film with a hero who walks through the real Karlovy Vary.

The whole spot fits on four sticky notes

Four locked characters, one living room

Two men and two women, each locked with a full-body character sheet before the first shot, so faces and clothes hold across every generation. The flat was rebuilt after the first client round: no beer or wine on the table, soda with lime instead. The board itself is the client's print artwork, placed into the scene, never re-drawn.

1. 01Colonnade, the seed of magic
2. 02Scratching, the dream begins
3. 03Spa wafer, the walk
4. 04Red carpet and the Allwyn stand
5. 05Formula 1 at the Thermal
6. 06Cinema, the Allwyn experience
7. 07Terrace, golden hour
8. 08Open-air cinema and wristbands
9. 09Drone show, the finale
10. 10Night return

The festival is real, the man is locked

Every location is the real Karlovy Vary: the colonnade, the Thermal hotel, the terrace, the open-air cinema. The hero is one character sheet, a man in his mid-thirties in a linen shirt, carried through all ten scenes as a reference. The McLaren on the red carpet, the wafer, the wristband and the festival ticket each got their own sheet, so props stay identical from shot to shot. Five extra vignettes - the F1 car, the safety boxes, the lenses on the square, the claw machine, the man who won the globe - were cut for the on-site activation.

Delivered: one 4K master (2 min), five vignettes for the activation, a 60th-edition end card.

Directed like a shoot, finished like broadcast

Every campaign started with the print artwork and a one-page storyboard, generated as labeled contact sheets and then pulled apart frame by frame. Stills came from Nano Banana at 2K and 4K, motion from Kling, Seedance and Veo with the approved frame as reference, sound from ElevenLabs and a stem-mastered mix. The last mile is where TV work is won: legal bar, loudness, safe areas, a 9:16 re-frame of every shot, and a stems delivery the client can re-cut.

What you cannot see here

Since spring 2026 we also produce explainer and concept films for Allwyn's international lottery teams across four markets. Those go into consumer research, carry other brands and stay under NDA, so they are not on this page. Ask us on a call.