Choose Wisely

Technology as a tool for creativity

BoyleSports needed a new positioning to outsmart and outplay the competition​.

We launched ‘Don’t Just Bet. Choose Wisely,’ a brand platform and launch film that celebrates the uncertainty of sport – repositioning the thrill of betting as something that still needs careful consideration.

Harnessing technology as another tool for creativity, we used a combination of Runway AI, Midjourney, and Unreal Engine, giving us the flexibility to create the kinds of shots we couldn’t license – from dramatic storm sequences and F1 car crashes on fictitious circuits to tennis players seemingly losing it on Centre Court.

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