Sky Vegas / Unexpect More

Role: Digital Design + Creative Director

I led the digital creative and design of a fully integrated campaign based around an independent character we developed; the ‘King of the Unexpected’ – a brand advocate who extols his love of living a life full of ‘unexpectations’. He lives for the buzz of anticipation and the thrill of the unexpected, which is why he plays online slots at Sky Vegas.

The ‘Unexpect More’ campaign was carried through various channels including: Digital, OOH, Social, TV, Print and Radio.

I also created and designed an in-depth 46 page guidelines book on how the ‘King of the Unexpected’ should be used and how his TOV should differ from that of the Sky Vegas brand to help keep him authentic.

Directed by Oscar Cariss at Annex Films. The manifesto film featured the track ‘Funky Fanfare’ by Keith Mansfield.

Photography by Gary Salter.