Client
Virgin Games
DELIVERABLES
Static banners
Video Banners
Year
2025
Role
Creative Designer
Virgin Games wanted to promote slot games inspired by globally recognised franchises and cultural icons.
Titles rooted in strong universes such as Squid Game, Stargate SG-1 or other iconic IPs.
The challenge was clear: how to advertise games inspired by massively popular franchises while remaining fully compliant.
Franchises like Squid Game are cultural phenomena.
They are instantly recognisable, massively popular and deeply rooted in pop culture.
But that popularity also comes with risk: strong associations, younger audiences, and strict regulations around child-appeal and IP usage.
In most cases, these universes simply cannot be used directly in gambling advertising.
Squid Game is a global phenomenon rooted in games, risk and high stakes thrill. Season 1 became Netflix’s most watched non English series ever with 2.2 billion hours viewed and 265 million views. Released after Season 2 Part 1 and ahead of Part 2 launching in June 2025, this project was designed to ride peak cultural momentum while visually aligning Squid Game’s iconic game codes with the DNA of Virgin Games.
The campaign was built around rhythm, repetition and tension.
Sound design played a key role, carefully crafted to echo Squid Game’s atmosphere without imitation.
Visually, elements such as infinite staircases, geometric symbols and bold colour contrasts were reinterpreted into a Virgin-led system. Every asset reinforced the feeling of structure, pressure and progression.
The campaign launched as a digital-first activation across Meta, Snapchat and other key platforms.
Each execution translated Squid Game’s visual tension into abstract, high-impact creatives designed for fast-scroll environments.
On the landing page, greater creative freedom allowed deeper storytelling, including subtle nods to Squid Game’s symbols and rituals, reinforcing immersion while staying compliant.
