Promotional range
SummerSlam
The SummerSlam promotion brought together WWE fandom and an invitation to enter for a VIP experience, with a clear offer and call to action.
Chumba Casino · LuckyLand Casino · WWE
WWE × Chumba Casino & LuckyLand
Bringing WWE into two distinct brand worlds within VGW’s first partnership spanning multiple brands.
- Creative strategy and development
- Agency collaboration
- Post-production leadership
Working with our marketing partnerships team, I translated the brand and campaign objectives into creative direction for SPORTFIVE, then led our feedback through concept development and brand integration. I guided our in-house team through editing, VFX and post-production within a wider campaign spanning brand, social and promotional work.
Watch selected film ↓Chumba Casino brand films
LuckyLand Casino brand films
Strategy
One partnership, distinct brands
The challenge was to use the same entertainment partnership across brands in a similar category while keeping their identities clear. Chumba led with broad entertainment appeal and familiar WWE humour. LuckyLand leaned into “Where the Magic Happens”, bringing its game worlds and playful fantasy into the partnership. Talent pairings, game selection, colour, sound, tone and messaging carried those differences, while competition and character chemistry connected both to WWE.
I also organised and facilitated a stakeholder workshop on how partnerships and talent should be allocated across the wider brand portfolio, considering audience fit, brand distinctiveness, commercial priorities and production capacity.
Leadership
Leading creative development
I led the brand-side creative decisions through successive rounds of agency development: how gameplay entered the story, how quickly the brand became recognisable, and how each execution worked in its channel. SPORTFIVE brought specialist knowledge of wrestling, talent and fan culture. Together, we developed work that balanced entertainment with clear product communication and our brand, legal and responsible-gaming standards.
Channels
A campaign across channels
The wider campaign extended into static creative, display, social, CRM and audio. These selected examples show the visual range.
Social storytelling
Credits
Creative development with VGW marketing partnerships and SPORTFIVE, with specialist WWE talent and storyline knowledge. Production in collaboration with SPORTFIVE and WWE. In-house editing, VFX, post-production and wider campaign rollout: VGW.
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