Winline X50

Advertising campaign, timed to coincide with the 2021 UEFA European Football Championship

We are proud to present you a commercial video for Winline, one of the largest bookmakers in Russia. The advertising campaign was timed to coincide with the 2021 UEFA European Football Championship. The video promotes Winline’s new online product — X50. This is a game with a maximum win of 50 million rubles.​​​​​​​

AgencyMullenLowe Moscow


As part of the campaign, we needed first to produce a teaser so that it would already be on air and stir up interest, and in the meantime we were making the main video.

Shooting scheme

As always, we had a plan and we stuck to it. Usually we draw storyboards, but sometimes we build logical schemes to maintain the harmony of the narrative and the continuity of the story. This is what we did this time.

Shooting scheme


We always attach great importance to the presentation of the materials. Even an animatic should look not only clear, but also beautiful, and the voice, even being draft, should still sound professional.

X50 Dice

We paid the closest attention to the cube as the main symbol of the game, and tried many ways to lighten and texture it until we got the perfect result.

Miniature locations

The key idea was to produce miniature locations of famous sights of 7 countries. Moreover, we needed to make such changes in the geometry so that technically they would look like different buildings, but still the famous landmarks could be unmistakably recognisable in them.

1 / 7

Smartphone interface

The options for the look of the smartphone, as well as for the miniatures, were conceived as wooden objects. Everyone really liked the idea, but in the final version they decided to abandon such an extravagant solution and make a safer, more traditional variant.

Smartphone interface
Smartphone interface

Preliminary compositing

The first compositing options were much more brutal and dramatic, but in the end we came to the final outcome with much more festive and elegant version.

Final outcome

Creative directorAlexey Dimkov

Executive ProducerTimofey Penkov

Chief Technical OfficerDmitrii Dolgikh

ProducersNina Germanenko, Natasha Sorokina

SupervisorStanyslav Rykhlikov

Art-DirectorSergey Sverdlik

Dobro teamAnton Verevkin, Kirill Vygranenko, Maksim Mikhaylov, Marina Pustovaya, Alexander Guryev, Arthur Terletsky, Anna Pozdeeva, Elena Rasokhina, Alexandr Tokar, Aleksey Konovalov, Georgii Mamatov, Eugene Shestopalov, Irina Kovtoon, Tatiana Kazakova, Dmitriy Smirnov, Maksiuta Dmitriy, Yuri Snytko, Sergey Kruppa, Pavel Izotov, Igor Dyomeen, Anton Pashkanis, Alex Padernev, Egor Lavlinsky, Aleksandr Statkevich, Anton Mishenin

IT supportVadim Dobrazhan

Explore next

OXXXY — Poems about the Unknown Soldier

Music video for rapper Oxxxymoron dedicated to Osip Mandelstam anniversary

OXXXY — Poems about the Unknown Soldier

Winline Cashback

Commercial for Winline inspired by Sony Bravia

Winline Cashback
Like what you see? Let's talk!Get in touch