Cutting Edge Hits the Races with New William Hill Spot

Shaking up the online betting industry, this year Cutting Edge worked with Particle and creative agency Fenton Stephens on the latest William Hill campaign ‘Own The Moment’.

And own it they did. Commissioned to complete all post production services on seven TVC sports-specific versions in just under three weeks, the VFX team created a ‘William Hill world’ comprised of 3D photorealistic Perspex screens fixed in space that saw the talent walk through the environment and interact with the screens.

Cutting Edge also designed a complex animation UI for the screen and customisable super animation that can be then updated for future versions.  

Cutting Edge executive producer Samantha Daley said it was an honour to work with Melbourne agency Fenton Stephens for the first time and to create the VFX for William Hill’s flagship re-brand campaign. According to Daley, production shop Particle also came up trumps: "It's always a pleasure working with the guys at Particle. Rachael Ford-Davies and Hamish Roxburgh are as switched on as they come, which is a real asset when you're working to a tight schedule,” she said.

“With only three weeks to produce seven design-heavy TVCs, we had to be on our A-game, but Particle director Angus Lee-Forbes led a super talented team to deliver something we are all very proud of.”

Cutting Edge creative director Finn Spencer added: “Angus came to us with a clear design aesthetic and a great understanding of VFX, so we had a wonderful platform on which to build. It was a real creative collaboration. It's refreshing to work with someone who 'gets' the process, and really enjoys every stage; we are thrilled to have brought Angus' vision to life.” 

To view the TVC click here