Darran Solan: Creative Director | Associate Creative Director | Art Director
Unibet’s marketing imagery had become tired and outdated, so I was tasked as the lead conceptual and Creative Director to refresh the whole image archive portfolio, to dial up the excitement around player skills and build 20+ toolkits for markets across the world to use for brand consistency.
To begin with I commissioned sports photographer Iain Crawford, who loves to capture images that have a strong graphic and textural quality - a perfect match for the graphic environments we wanted to place our athletes in. The cast process saw us select semi-pro athletes to ensure skill authenticity, and the graphic design system was created to be dynamic and modular, fitting in and around different athletic snapshots as well as allowing glimpses of their contextual environments.
We shot over 10,000 images in two days using high frame rate bursts, so we could select the perfect 200 moments the players looked their best, but also to give us the opportunity to create digital motion GIFs to use on our channels. All fully graded and dropped into their environments so any market could then use them in any live betting or data fields.
The campaigns art direction brought authentic excitement in a contemporary way back to the Unibet brand to differentiate it from the rest.