SwissLoto commercial:
A SwissLoto campaign that redefines luxury
What if true luxury was simply being yourself? That’s the simple yet powerful question posed by the new SwissLoto campaign, created by the agency Creatives and produced by Imaginastudio.
The result? A commercial that blends humor with cinematic visuals to showcase a legendary product from Loterie Romande. A spot that turns a simple promotional message into a real dive into the world of SwissLoto winners.
To bring this commercial to life, we called on the talented duo Tabasco Directors, made up of Corentin Parmentier and Basile Vuillemin. The latter has a long-standing relationship with Imaginastudio, notably through the production of Les Silencieux, a short film nominated for the 2024 César Awards. This synergy helped create a natural bridge between cinema and advertising, turning the agency’s concept into a film that is both witty and elegant.
A carefully crafted production
A commercial where cinema takes the spotlight
This SwissLoto commercial doesn’t just deliver a marketing message. It boldly builds a bridge between cinematic aesthetics and the codes of advertising. Polished visuals, a balance between light humor and affectionate detachment, and above all: a “touch of red” that recalls the brand’s identity. Everything is designed to anchor the message in the viewer’s mind—without overplaying the effect.
To capture the perfect light, the team moved the shoot up by a full day. A spontaneous decision, driven by intuition and experience. 90% of the footage was shot on the day originally planned for setup. A bold move — but one that paid off. Because a great commercial is also about this: adapting, anticipating, and catching the right moment. The one where everything clicks.
Designed for all channels and all screens, this commercial is broadcast on TV, social media, digital platforms, billboards, and at retail points. A clear example of how a strong idea, well executed, can reach consumers without overwhelming them. SwissLoto builds on subtle, effective, and high-quality communication.
The making-of a commercial
Filming the behind-the-scenes in 16mm with a 1956 Bolex was our way of showing that even backstage moments deserve the magic of cinema.
Filming the behind-the-scenes in 16mm with a 1956 Bolex was our way of showing that even backstage moments deserve the magic of cinema.
L’étalonnage est l’étape finale de la post-production image. C’est à cette étape que non seulement on égalise visuellement les différents plans qui se suivent dans le montage pour créer une continuité visuelle. Mais l’étalonnage sert aussi à donner un « look » au film. Ici c’est un ton chaud et doré qui a été voulu pour ce spot publicitaire.
A film is above all told through visuals. For this spot, the director of photography chose Leica Summilux-C lenses, renowned cinema optics known for their organic rendering and soft bokeh. The result: an image that is sharp, but not clinical. This choice supports the intention—to bring cinema into advertising. To create visuals that are both precise and sensitive. Flattering light. True luxury, without artifice.
The directors wanted a mobile camera to give the frame breathing room while maintaining a sense of ease and naturalness. They opted for a MOVI stabilizer operated with 3-axis wheels. This setup allowed for faster production on this video.
Color grading is the final step in image post-production. It’s where the different shots are visually balanced to ensure continuity in the edit. But it’s also the step where the film’s “look” is created. For this commercial, a warm, golden tone was chosen.
