The Campaign.

AM/FM —Play Alberta

The launch of Play Alberta’s Sportsbook App required a commercial that would authentically reflect how Albertans naturally incorporate sports into their daily lives. The creative approach centred on capturing genuine moments where online betting naturally integrates into the way Albertans already engage with sports – from the excitement of watching games with friends at home to the energy of live events, to quiet evenings around a campfire.

The creative execution centred on a visual metaphor – a precisely engineered camera rig that made the world appear to rotate between scenes. This technical transition served as a storytelling device, revealing how the app brings sports betting directly to the users’ fingertips. The result established Play Alberta’s new mobile platform as the province’s premier destination for legal online sports betting, accessible wherever and whenever Albertans choose to engage.