02/28/09 - Treasure Island Resort & Casino and agency Periscope have partnered with design and animation studio Gasket on their second television campaign. Following a 2008 rollout that placed TI on the map with its expanded, multifaceted entertainment, Treasure Island Resort & Casino  – elevated to one of the top casinos in the region – knew early 2009 was time to double down with Gasket dealing a new round of animated spots.

In 2008 the trio’s collaboration yielded a series of 15 second teaser spots that unveiled Treasure Island’s newly expanded offerings with animation that blended rat pack sensibility with contemporary graphic styling. The new spot takes this aesthetic to a new level, with a 3D immersive quality that places the patron at the heart of winning moments — bowling strikes, jackpots, etc. Using the face card motif of Jack to represent different demographics, the spot highlights iconic customers enjoying the ideal Treasure Island experience.

“Our goal was to create individual characters that would strike a balance between universal and stylized, relatable and iconic,” says Gasket Creative Director Greg Shultz. “This was accomplished, in part, by blending a very distinct graphic sensibility with real world cloth and hair simulations to merge the imagined and authentic. The accompanying narratives were customized, with each literally bursting with high-intensity action. As you can imagine, we took R&D seriously and had to visit the casino numerous times to know we were on mark.”

The young, hip guy – our “Jack” – floats seamlessly between gaming tables, slot machines and the bowling alley and with flipping, swirling numbers and card suits taking him from one adventure to the next. He’s red hot and it shows.
 

 

 

 
These are the original storyboards we pitched to Treasure Island for “Jack.”  Jack was conceived as a much darker character with more black and white in the backgrounds and lighting. Treasure Island was concerned that the scene might feel sinister, so more color and life were added to the character of Jack and the environment.
 

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