Midnite is a new betting app that’s winning fans and players with its fast, simple UX and personalised interface that offers more ways to play. London-based agency Fluoro worked into the brand purpose ‘getting closer to the games you love’, with an immersive TV ad and social campaign that merges virtual and lifelike elements.

The story sees a female protagonist pulled into Midnite’s realm through a vortex, surrounded by a lively brand world of casino chips, playing cards and slot machine iconography. She flies through a surreal, bespoke 3D theme park merging indoor and outdoor scenarios with vibrant brand colours. Collecting casino chips as she journeys through the gamified realm, she lands at a live roulette table with a croupier and wins.

The betting sector has leaned on humour and gags in its advertising for years now, but this campaign intrigues and engages through progressive creative for a distinctively different look and feel. Fluoro brought an experimental approach, future-facing style references, high-level production and skills in VFX, motion design and 3D environments.

Tim Smith, Founder and Creative Director of Fluoro said: ‘Midnite is disrupting its sector and developing a dynamic brand, so in this ad we were able to go wild with an attention-grabbing story arc, effects and perspectives, high energy and culturally relevant shots. Stepping away from the agreed tropes of the online betting industry, we were looking to create an enticing world that’s too good for the viewer to pass up!’

Nick Wright, CEO and co-founder of Midnite said: ‘Midnite is taking online betting into the future with next-generation casino where the theatre revolves around the player. Fluoro has helped us stretch the boundaries of what’s possible with their culturally savvy creativity and craftsmanship in motion graphics, VFX and soundscapes. This campaign helps us heighten the thrill, redefine the experience and lead the new era of online betting.’