Premium7

WestLotto · 2026 · Full AI Production · 20s TVC · Social & OOH · Voice · Music · Grading · Retouch · SFX

Grey Deutschland commissioned a fully AI-generated commercial for WestLotto's scratch card „Premium7“, running across TV, out-of-home and social throughout North Rhine-Westphalia. The scope was a complete production — a 20-second TVC plus a family of social and OOH versions, including voice, music, grading, retouching and SFX — delivered within a fixed four-week window.

The Brief

The film extended an existing photo and print campaign, so it had to speak the same visual language: a Las-Vegas show look built around the product's central icon — the „7“ — as the hero of every frame. The glamour direction was set from the start.

Our task was to bring that world into motion, keep it consistent with the stills, and let a deliberately simple-looking spot carry a surprising amount of detail.

Approach

Casting — to stay on the safe side legally we cast a real performer and trained the lead figure visually, so she stayed consistent across every generation.
Set, light & styling — we developed set, lighting, wardrobe and styling directions, proposed them and aligned them with all stakeholders.
Structure & assets — we defined the film's individual elements in form and structure, such as the USP diamonds, and built them into the set.
Film layouts — with the assets locked, we first rendered rough layouts to define the choreography and on-screen positions.
Qualitative craft — from there we focused on the detailed execution of the sequence and the refined choreography.
Logo ending — we rebuilt the existing logo ending with flying confetti so it sat naturally inside the film.
Voice & music — the voice-over was produced with speech cloning; the music was AI-refined on the basis of an original composition.
Finish — a final round of small retouches, grading and versioning for every channel.

Collaboration

Because the look came straight from the print campaign, alignment ran through the whole project. We presented set, lighting and styling options during casting and refined them together with client and agency — so the film stayed true to the campaign while gaining its own motion language. Each set iteration was reviewed and signed off before we committed to the final choreography.

Highlights

The spot looks straightforward, but the number of moving parts made it genuinely complex. The real challenge was keeping the many elements, USPs and the ticket itself consistent and believable in every shot — holding a clean, simple surface over a dense, detailed build is what makes it work.