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04Case study / Brand

Spin Pass

A 26-second brand spot for Spin Pass, timed to the beat, that tells its core story without any product footage.

Role
Product & Motion Designer
Year
2026
Status
Delivered in two cuts: main and G2E 2026
Services
Product Direction, Motion Design, Creative Direction, 3D Animation, Sound Design, Video Editing
Value
Spin Pass’s core story in 26 seconds, without any product footage
01

Introduction

Twenty-six seconds to tell the whole story: every game feeds one reward track, and the player can see it.

Spin Pass is a white-label reward system for gaming operators. Daily challenges, visible milestones, and reward tracks that work across your casino, sportsbook, sweepstakes, or social gaming portfolio. The loyalty layer for modern gaming.

I led Spin Pass’s product direction and directed its brand spot: 26 seconds of motion, 3D and an original score, with a cut for G2E Las Vegas 2026. It’s built from the website’s own colours, logo and words.

02

My Role

I set the product direction and directed the spot. What went into it:

  • Product directionThe product story: any game provider feeds one reward track, and the player follows it in a widget.
  • Creative directionThe story, the rules, and my notes across six rounds of review.
  • Beat sheetEvery shot planned to the bar at 120 BPM, so each cut sits on a bar line.
  • Motion designThe type, the connected-portfolio scene and the claim, every key move timed to the beat.
  • 3DFive shots built and rendered in Blender: the mark, the rail, the phones, the gift and the lock-up.
  • Score + soundAn original score and sound design, every key effect on its hit.
  • Edit + deliveryCut on the bar lines, mastered for social, and delivered in two cuts.
03

The Brief

The story is the product’s own: every event from gameplay, from any game provider, feeds one track on the operator’s side, and the player follows it in a widget.

It had to land fast, in a feed. These are the rules it kept:

Short
Twenty seconds was the goal. Every second it grew past that had to earn its place.
No product footage
No console, admin or demo footage. The operator apps are generic skeletons.
No real brands
The game providers are Provider A to D, and no client or manufacturer is named.
One voice
Nearly every line is the website’s own, so the spot and the site say the same thing.
04

The Beat Sheet

The spot is planned in bars, not seconds. At 120 BPM a bar is 2 seconds, so the spot is 13 bars: one idea per shot, every cut on a bar line, and every key hit on a beat.

  1. 01The ring0 to 4 s

    • 0 sSparks draw the ring
    • 2 sThe title types in

  2. 02The mark4 to 6 s

    • 4 sThe mark slams in on the drop

  3. 03One track6 to 10 s

    • 7 sProvider A
    • 7.5 sProvider B
    • 8 sProvider C
    • 8.5 sProvider D
    • 9 sEverything connects

  4. 04The milestone10 to 12 s

    • 11.5 sTier 3 bursts

  5. 05White-label12 to 18 s

    • 12 sSportsbook
    • 13 sSweeps
    • 14 sCasino
    • 15.5 sThree phones

  6. 06The claim18 to 22 s

    • 19 sReady
    • 20 sThe tap
    • 20.5 sThe gift bursts
    • 21 sClaimed

  7. 07The lock-up22 to 26 s

    • 22 sThe mark locks on the second drop
    • 22.5 sThe wordmark
    • 23.5 sThe tagline lands
    • 24 sspinpass.io, on the sonic logo

Drawn from the edit’s own timings. The score drops at 4 seconds as the mark slams in, drops again at 22 as it locks, and lands its sonic logo on the website at 24.

05

Shot by Shot

  1. A glowing violet ring on a dark purple ground with the words Loyalty, rebuilt like a game
    01The ringSparks draw the ring as the title types itself in: Loyalty, rebuilt like a game.
  2. The 3D SP mark in violet above the Spin Pass wordmark
    02The markThe 3D mark slams in on the drop, the wordmark beneath it.
  3. Four providers on the left feeding the Summer Spins 2026 track in the middle and a phone widget on the right, under the line Give every activity somewhere to lead
    03One trackFour game providers send their events, one per beat, into one operator-side track, and the player’s widget mirrors it.
  4. A 3D progression rail with a glowing tier node bursting into confetti under Milestone reached
    04The milestoneThe camera flies along the progression rail as Tier 3 bursts.
  5. Three phones, teal, purple and orange, each running its own reward track in the same card, under White-label by design
    05White-labelOne phone repaints from sportsbook to sweeps to casino, then three hold side by side.
  6. The Summer Spins 2026 card at 100 percent with a ready badge and a gold Claim reward button
    06The claimThe card fills, a finger taps Claim, a 3D gift bursts, and Tier 4 comes into play.
  7. The Spin Pass lock-up with the tagline The loyalty layer for modern gaming and spinpass.io
    07The lock-upThe mark locks, the tagline follows, and the website lands on the sonic logo.
06

The Look

Almost everything on screen belongs to Spin Pass: the website’s colours, its logo and wordmark, its reward card. The spot hands off to the site without a seam.

01

Palette

  • #0C0512
  • #9959FE
  • #FA93FA
  • #DA49FF
  • #EAB308

A night-violet ground, the logo’s pink-to-violet gradient, magenta for energy, and gold for the claim button.

02

Type

  • Poppins
  • Inter
  • JetBrains Mono

Poppins, from the website, sets every line. Inter runs the phones’ clocks, and JetBrains Mono counts up the track’s and the widget’s percentages.

03

Three operators, one card

  • #14B8A6
  • #C976FC
  • #F97F3B

The same reward card, dressed three ways: Matchday Climb for a teal sportsbook, Summer Spins 2026 for a violet casino, and Ember Nights for an orange sweeps app.

07

3D Components

Five shots are 3D. Each one is a script that builds its scene in Blender and renders it in EEVEE. Four render on a transparent background, lit by one studio HDRI and coloured area lights, so their frames drop straight into the edit. The rail renders in its own dark world. Rendered alone, these are the spot’s parts.

Three 3D phones, each running its own reward track in the same card: a teal sportsbook, a purple casino and an orange sweeps theme
Three phones, three operators: the same reward card, dressed for a sportsbook, a casino and a sweeps app
  • The SP mark rendered in 3D, pink-to-violet lacquer with chrome edges and a soft magenta rim light, alone on a dark ground

    The mark

  • The 3D progression rail: a checked tier node, then nodes 3 and 4 along a glowing line among drifting particles

    The progression rail

  • A violet gift box with a gold ribbon and bow, rendered in 3D

    The reward gift

  • The same gift box with its lid flying off as it bursts open

    The gift, opening

08

Score + Sound

The score is original, made in Surge XT at 120 BPM in C major: an intro bar, a build, then the drop at 4 seconds, right as the mark slams in. 808 and 909 drums carry it, and a rising C, E, G, C sonic logo closes it on the website.

Most of the sound design comes from the Sonniss game audio bundle, with 8-bit blips as the title types in and in-key chimes for Tier 3 and the claim. Most effects are lined up by their peaks, not their starts, so each one’s loudest moment lands on the frame of its hit. Each provider gets three sounds in under half a second: a pop as it appears, a click as its event lands in the track, and a glassy snap as the player’s widget syncs.

It’s mastered to −14 LUFS, the loudness norm for YouTube, LinkedIn and Instagram.

The spot's soundtrack drawn as a rose waveform across 26 seconds, with a faint line at every 2-second bar
09

Review + Iteration

The first plan ran about 74 seconds. I cut it to 20, then let it grow back to 26 over 6 rounds of review in one day, and only where the story needed the time.

  • Length, first plan to final

    Before74 sAfter26 s

  • The claim on screen

    Before2 sAfter4 s

  • “White-label by design.” on screen

    Before<1 sAfter5.5 s

  • Rail hits, off the beat by

    Before0.3 sAfter0 s

The final cut at 5.4 seconds: the camera pulled back, the SP mark above the Spin Pass wordmark

20-second cut: The 20-second cut at 5.4 seconds: the 3D SP mark alone, large in the frame. Final cut: The final cut at 5.4 seconds: the camera pulled back, the SP mark above the Spin Pass wordmark.

Round 3: the camera pulls back to make room for the wordmark, so the name lands with the mark.
The 24-second cut: Give every activity somewhere to lead, with five activities, slot play, live casino, betting activity, goal complete and promotion, filling one progress bar to 100 percent

24-second cut: five activities fill one bar

The final cut: Providers A to D on the left, each line lit into the Summer Spins 2026 track on the operator side, which feeds the player's widget on a phone

Final cut: four providers feed one track, and the player’s widget mirrors it

Rounds 5 and 6: the activity bar gave way to the product’s real story, four game providers feeding one operator-side track, so it’s clear Spin Pass isn’t tied to one provider’s games.
The final cut's end card: the Spin Pass lock-up and tagline, and spinpass.io alone in pink

20-second cut: The 20-second cut's end card: the Spin Pass lock-up and tagline, a Book a Demo button and spinpass.io. Final cut: The final cut's end card: the Spin Pass lock-up and tagline, and spinpass.io alone in pink.

Round 4: no button on the end card. It finishes on the website alone.
  1. Round 1Camera shake only on the two drops and the gift, “White-label by design.” made a headline you can read, and the phone screens held inside their frames.
  2. Round 2A bar more for the claim, with Ready held a full second before the tap, and the corner counter and borders gone.
  3. Round 3The wordmark under the mark, every hit on the rail on its beat, the jolt gone from the casino phone, and the three phones held a bar longer.
  4. Round 4The end card finishes on the website alone.
  5. Round 5A new scene for the core story: gameplay from the whole portfolio feeding one track the player can see.
  6. Round 6Four game providers in place of game categories, one per beat.
10

Delivery

26 s
13 bars at 120 BPM
60 fps
1920 by 1080, H.264
−14
LUFS, the loudness norm for social
2 cuts
The main spot, and one for G2E 2026
The G2E cut's poster frame: the Spin Pass lock-up, The loyalty layer for modern gaming, spinpass.io, and G2E Las Vegas 2026, September 28 to October 1, 2026
The G2E cut ends on the show’s name and dates, under the website.

How it was made

  • Built as code: every shot, the score and the edit are Python scripts, so any note re-renders exactly.
  • 3D in Blender 5.2 and EEVEE, lit by the Poly Haven HDRI Ferndale Studio 02.
  • Score in Surge XT with 808 and 909 one-shots; sound effects from the Sonniss bundle.
  • Type in Poppins, Inter and JetBrains Mono; icons from Lucide and Phosphor.
11

Learnings

  1. 01

    Anything that moves toward a hit has to arrive on it. Easing hid a miss of 0.3 seconds on the rail, so I check motion against the sound, not just the frame.

  2. 02

    Every key line needs 2 full seconds on screen. Under a second, “White-label by design.” was gone before anyone could read it.

  3. 03

    Camera shake is seasoning. On every kick it read as a pulse. On the two drops and the gift, it hits.

  4. 04

    Short wins. Cutting to 20 seconds forced one idea per shot, and every second it grew back had to earn its place.

  5. 05

    Build it so notes are cheap. With the edit as code, a whole new scene went in without re-rendering a single 3D shot.

  6. 06

    Check 3D devices at full size, edge to edge, before calling them done. That’s where a screen spills past its frame.