THE
ALWAYS WIN
MACHINE




A commercial project commissioned by Caesars Slots (the app).

Caesars wanted a campaign to launch a new feature - something that would run over the course of a few days and drive as much player engagement as possible.

Together with video director Ishay Karni and the production team at Kookooruza, I designed a video campaign based on the feature’s backstory about a magical slot machine lost to history under mysterious circumstances.

The campaign kicked off with an in-app video formatted as a breaking news story. The video ended with a challenge and referred players to an external website where they could enter their answers and win prizes.

Every day for the next three days, a new in-app video took the answer from the previous day’s challenge, and weaved it into a developing story, until the final day when the feature was launched.

Each video utilized a different format; aside from the news story, there was a conspiracy vlog, a morning show, and a documentary.

In addition to the four main videos, we made around a dozen additional videos that were hosted on the website, adding multiple layers of content to the story, and further driving engagement.

CREDITS
Creative + Script: Marc Grey
Director: Ishay Karni
Producer: Danny “Rooster” Lifshitz
Production Company: Kookooruza
Client: Caesars Slots


DAY 1 - BREAKING NEWS

DAY 2 - KENNY SCOOPS VLOG


DAY 3 - RISE AND SHINE AMERICA

DAY 4 - THE DOCUMENTARY



ARCHIVAL FOOTAGE

Maria & Oliver's Testimonial


State Senate Hearing

FBI Wire Recording
Knuckles' Prison Interview