Promotional Campaign Design / William Hill

Client
William Hill
Industry
iGaming
Project Type
Promotional Campaign Design
Role
Creative Direction, 3D Design, AI Art Direction, Visual Design
Focus Areas
Live Casino, 3D Visualisation, AI-Assisted Design, Promotional Graphics
Tools
Blender, MidJourney, Adobe Photoshop

Overview

This concept was created for a generic live casino promotion, combining AI-generated imagery, custom 3D design, and traditional compositing techniques to produce a high-impact campaign visual. The objective was to create a premium casino atmosphere while showcasing recognisable live dealer elements that immediately communicate the product offering.

The project demonstrates how emerging AI tools can be integrated into a professional design workflow alongside established 3D and graphic design processes.

My Role

  • Creative direction
  • AI image generation
  • 3D scene creation
  • Lighting and composition
  • Visual effects
  • Final artwork production

Design Process

The live dealers were generated using MidJourney, allowing me to rapidly explore multiple visual directions before selecting and upscaling the final imagery. These assets were then refined in Photoshop and prepared for integration into a custom-built 3D environment.

Using Blender, I assembled the scene using a combination of bespoke models created specifically for this project and reusable assets from my growing library of branded 3D components. This asset library enables faster production, greater visual consistency, and a more efficient workflow when creating promotional campaigns across multiple themes and products.

Elements such as the roulette platform, illuminated stage, and supporting visual effects were arranged and lit within Blender to create depth and atmosphere. The final render was then composited in Photoshop, where background imagery, brand colours, lighting effects, and finishing touches were applied to complete the artwork.

Click image to view
The scene inside Blender. Note the central 2D plane which served the AI generated dealer image. Click image to view.

Outcome

The final artwork successfully blends AI-generated imagery, custom 3D design, and traditional compositing techniques to create a premium live casino campaign visual. The project also highlights the value of maintaining a reusable library of branded 3D assets, allowing complex promotional concepts to be produced more efficiently while maintaining a consistent visual language across multiple campaigns.