Online bookmaker 1XBet is well known to viewers of pirate cinemas.
According to the results of the first quarter of 2019, 1XBet was one of the three largest customers of video advertising in RuNet. During the period 2015-2020, 1XBet sponsored the voiceover of about 900 films and TV series in order to insert its advertising.
1XBet advertising has long since moved away from the primitive drum - "Sports betting! 1XBet!!" towards more thoughtful manipulations with viewers.
The absolutely "non-masculine" players of the NAVI team became cowboys who are having fun somewhere in a saloon in the Wild West - masculinity in absolute. Such a game with social stereotypes more strongly implicitly involves the audience in the action of the video and conveys the value proposition of the 1xBet brand - the opportunity to earn money on bets.
As a result, the bookmaker's brand becomes more visible and attractive in the minds of viewers.
Filming celebrities on a chroma key separately from filming a full video is not new for us - it is a fairly common practice in the world, when bringing a "star" to the set costs more than bringing a film crew to the "star".
In Kyiv, where we filmed some of the cyber sportsmen, we had five hours, including time for makeup. We always make every effort to ensure that celebrities do not just recite a speech, but are inside the image and look natural - not just S1mple, but Alexander Kostylev as a cool cowboy in the Wild West of the mid-19th century.
In Moscow we shot exact references for the light in Kyiv and compositing with stunt doubles of similar anthropometry to the players in the same clothes. And in almost all the shots, if you put a compositing and stunt double shot next to each other, not every professional will point out where the real shooting is and where the graphics are.
This video was quick to organize and implement despite its complexity: we had little time due to work on other projects, plus we were afraid of new quarantine roulettes.