Sky Vegas - This is Primetime Play

Sky Vegas

I designed and animated the end frame for Sky Vegas’s 2026 campaign This Is Primetime Play.
It closes every spot on the campaign line with a rotary, slot-reel text animation.
The words roll into place like the reels of a slot machine, for a clean branded end frame.

Agency: Dentsu Creative
Client: Sky Vegas
Head of design: Ben Anthony
Project Director: Helen Jackson
Account Director: Alex Brooks
Design & Typography: Callie Procter
Motion graphics & 3D Support: Aaron Austin

The end frame needed to land the campaign line with energy, and do it in a way that felt unmistakably Sky Vegas.

I built the animation around a slot-reel mechanic. This Is Primetime Play is set in a bold, condensed type in the campaign’s red-orange, and each word is sliced into horizontal strips that spin vertically like rotating reels.

The strips land at slightly different moments, so the line clicks into place piece by piece and settles into a satisfying lock-off, just like reels coming to a stop.

The type sits inside a bright, circular tunnel with a glowing ring that frames the line and gives it a sense of depth. The Sky Vegas logo sits above, and the “Take Time To Think” safer-gambling message runs along the bottom.

The timing was kept punchy so the animation works as a quick, memorable sign-off across the campaign’s TV, online and social placements.

to name a few: Piccadily, Leicester Square, TV, Social and much more.