BRIEF AS RECEIVED
Increase awareness to Art of Play as producers of custom playing cards.

PROBLEM
What do you think when you hear playing cards? Gin rummy? Poker? Something to play with your nan? Definitely not much in terms of design.

TLDR; BORING.

Most people aren't aware of the custom playing card market and the variety that’s available.

CHALLENGE
How do you get someone intrigued and excited about playing cards?

EXTRA CHALLENGES
This project began mid pandemic. It was like playing on expert difficulty.

COMPETITION
No-one does it like Art of Play. They skew heavily towards playful, curious and whimsical, which informed the art direction for the execution.

RE-FRAMED BRIEF
Awareness to Art of Play as brand — but also a final piece that a current owned audience can celebrate and promote. Whilst being just a delightful for a brand new audience.

INSIGHT
People aren’t familiar with the custom playing card world. They have never seen cards like this before. The owned audience are extremely passionate.

IDEA
What if we jump into a world of playing cards shot in a way they no-one has ever seen before?

EXECUTION
A highly stylised and playfully directed commercial to reflect the decks. Every shot is more delightful than the last. Minimal but dripping in detail.

DECISIONS
Every creative decision was filtered through the goals. The flowchart looked a bit like this:

what's the point of this sequence/shot?

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does it highlight the design? which is the whole point of this.

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is it premium?

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is it playful?

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is it ownable? does it feel generic or tied to the brand?

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is it product focused?

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is it delightful?

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(for bonus points)
if you hit pause, does it work as a still image?