Holland Casino - Objects of Power

Holland Casino draws a wide range of visitors, but there’s one thing that excites them all: The thrill of the game.

We captured this thrill in a campaign that celebrates the tiniest, most powerful objects of the game.

The craft contributed immensely to the success and impact of the idea. Because without the craft, telling the stories that this campaign is built on would not be possible.

In order to make the audience feel the thrill of the game, thrilling/cinematic music and sound design is a requirement.

Each score has its own identity, like every casino game has its own type of thrill. Whether it is the dice falling over you like boulders, the speed and intensity of the roulette ball racing through the wheel, or the love story with an open ending between you and the Queen of Hearts - you get dragged into the game as if you're part of it. Largely thanks to sound.

The craft solution was to make every film an epic cinematic journey that starts in an abstract and metaphorical setting, to capture and visualise the power that the tiny objects possess. The roulette ball becomes a planet, a game of cards becomes a maze and dice become immense buildings toppling over you.

This opened up the possibility to treat music and sound design as if it were for a Hollywood blockbuster.

All three films were treated as unique stories and therefore have their own tailor-made score. Music and sound design were done hand-in-hand with the edit to maximise the excitement and tension of the deciding moment of the game.

The campaign celebrates the thrill of the game. And at the casino, this thrill is always caused by seemingly innocent, tiny, but powerful objects. Like the roulette ball, a playing card or dice. These objects might seem harmless, but they have the power to decide whether you win or lose.

The challenge was to tell stories about the power of these tiny objects, by presenting them in the most intense and thrilling ways imaginable.