SwissLoto commercial for Loterie Romande
What if true luxury meant being yourself? That is the idea behind the SwissLoto campaign created by the agency Creatives for Loterie Romande, and Imaginastudio produced its 35-second commercial.
The spot combines humor and cinematic images for one of Loterie Romande’s best-known products. It takes viewers into the world of SwissLoto winners, with a couple, their butler and their cocker spaniel.
The film was directed by the duo Tabasco Directors, Corentin Parmentier and Basile Vuillemin. We have worked with Basile Vuillemin for a long time, notably on Les Silencieux, a short film nominated for the 2024 Césars. Their filmmaker’s eye turned the agency’s concept into a film that is both funny and elegant.
The shoot and the rollout
The film borrows the look of cinema while respecting the codes of a commercial: polished images, light humor and an affectionate, slightly detached view of the characters. A “touch of red” recalls the brand’s identity without overdoing it.
To get the best light, the team brought the shoot forward by a full day, on a last-minute decision. As a result, 90% of the shots were filmed on the day originally planned for preparation. It was a risky bet, and it paid off.
The spot runs on TV, on social media, online, on billboards and at points of sale. The same idea is adapted to all these channels, to reach the audience without overwhelming it.
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.
Shooting technique
Cinematographer Piet Deyaert chose Leica Summilux-C lenses, cinema optics known for their organic rendering and soft bokeh. The image is sharp without being clinical, with flattering light, which serves the film’s aim: bringing cinema into advertising.
The directors wanted a mobile camera that would let the frame breathe while keeping a sense of ease and naturalness. We used a MOVI stabilizer operated with three-axis wheels, which also made the shoot faster.
Color grading is the final step of image post-production. It matches consecutive shots so the edit flows, and gives the film its look. For this spot, Kevin Vacca’s grade gives it a warm, golden tone.
