A World of Playing Cards — Art of Play

Client: Art of Play Concept, shot, directed and edited by: Ka-Lok Ho Goal The goal was a brand awareness commercial that needed to feel playful and premium, appealing to a new audience unfamiliar with the world of custom playing cards – yet also have rewatch value for their owned audience. Messaging Not your average playing cards Challenges Because of COVID and lockdown in the UK this project was incepted, directed, shot and edited at home in the corner of a small living room. That was an unexpected challenge like no other for a commercial of this scale. And whilst not a client request I wanted a viewer to be able to pause at any moment and have it work just as well as a photo — a decision that made my life significantly harder... The Concept Diving into a world of playing cards this commercial brings to life the custom luxurious designs through set design and art direction. Using kinetic camera movements, match cuts, motion graphics and sound design we personify the messaging 'playing cards like you've never seen before.' Each shot is designed to be more delightful than the last keeping the viewing leaning in to spot the easter eggs, details, and all the nods and winks (there's literally a wink in here, did you spot it?)