Previously Paddy Power and Betfair shared a Live Casino TV studio set, hosted by Playtech Live in Latvia. The brand teams wanted to create two distinctive, individual TV studio sets that fully reflected each brand. 

I art directed both Live Casino TV studio set designs simultaneously. They were designed and produced while working remotely during the Covid lockdown.

I researched TV studio set design in general, and casino market research in detail, to create these designs. I looked at competitors, live casino on and offline offerings, and delved into industry expert and customer reviews to equate best practice.

By incorporating this competitor analysis into the art direction, I could design more effectively for each brand’s proposition and visual identity.

• Rebrand the TV studio using Paddy Power's Live Casino brand VI

• Design the space - branding, signage, walls, floors, tables, lighting and set decoration

• Design the dealer's uniforms

• Create a branded studio set with versatility and longevity

• Add atmosphere in line with the brand

• Design for camera sightlines

• Creative Concept: Developed a distinctive Paddy Power Live Casino studio with a gentleman’s club vibe, combining premium finishes with the brand’s mischievous personality.

• Set Design: Created green textured walls, vintage-style lighting and illuminated tables to add depth, atmosphere and strong visual impact. Did a feature wall of Chesterfield style buttoned-leather behind the Roulette table to create a strong focal point and premium finish.

• Brand Storytelling: Designed a flexible Paddy Power mischief gallery featuring campaign photography, sporting and casino props, 3D elements and playful decorative details.

• Flexible Design: Created the gallery to be easily refreshed for new campaigns, sporting events, seasonal moments and promotions, ensuring longevity.

• Art Direction: Curated and art-directed the full gallery installation, including prop selection, styling, framing, photography and detailed production guides.

• Sourcing & Production: Sourced bespoke props and framing across Ireland and the UK, managing multiple suppliers and production remotely during Covid and Brexit restrictions.

• Created and pitched all decks to Brand teams, Live Casino teams and Playtech's onsite producers - including all internal and external stakeholders - achieving consensus and final approvals.

• Closely collaborated with all stakeholders and Playtech in Latvia, remotely via Zoom.

• Projected managed and quality assured all deliverables.

• QAed all areas of the set design: from signage, walls and furniture finishes to lighting and uniform designs.

• QAed camera tests - art directing the overall set and decoration for optimal viewing to ensure best output.

• Developed and supplied detailed decks and digital assets for every aspect of the production.

• Co-ordinated packaging and delivery of the completed set elements from London to Dublin and onward to Riga for installation.