04/02/09 - Treasure Island Resort & Casino and agency Periscope 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. The first spot, Jack, featured separately, was followed by Queen and then King.
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 spots take 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 cards motif of Jack/King/Queen to represent different demographics, the spots highlight 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.”
Whereas our original "Jack" spot was targeting young men, with our hip guy cruising through the casino, "King" represented more of the classic "high roller" gambler persona.
Here are our original style frames for King.
Final boards for King.
Queen was aimed at young women looking for a night out with the ladies, hitting the spa, dancing and gaming.
Queen style research.
Final Queen boards.