Role: Creative Direction / Brand Designer

Pitched as a ‘City of excitement that pops up from the Monopoly Board’, Monopoly Casino was launched in June 2020 to the Spanish market. I led the project, and as part of a great team, I was involved in the creation of assets for the site too.

After completion of the initial project, I was approached last minute to create some concepts for a new launch campaign to increase brand awareness. This gave me the opportunity to art direct from start to finish, working closely with a 3D animator and a sound technician. This was originally going to be a simple digital media campaign for Youtube. However, the concept was well-received both internally and externally by Hasbro, and has gone on to perform well – so, the business has now invested in TV campaigns as well as considering outdoor advertising.

Further down the page, you can see the journey to the later-implemented ‘Plus’ section for Monopoly Casino Spain – conceptually, you’ve explored more of the Monopoly Casino city, you stumble across the Plus building and get to travel up to the Plus lounge. This is where high value players get even more offers.

You can visit the site here – www.monopolycasino.es

The (very rough) storyboard

The resulting ad