Jamul Casino
Director’s Treatment by Lorenzo de Guia
*best viewed on a computer
HEY PLAYER!
Hey guys! Thanks so much for taking the time the other day to walk us through the creative concept. It’s a fun spot with attitude and vibe, perfectly aligning with the beautiful property and its unique, eclectic spaces.
We discussed some key points on the call, and three things stood out as the most important: the visual language, casting, and wardrobe.
Let’s break each down and explore our approach.
VISUAL LANGUAGE
This campaign oozes confidence, attitude, and energy. The way we frame our scenes and block our actors should reflect that same spirit. I’m glad you guys loved the two references I shared via email.
For our concept, I agree—it will be a blend of the two references. I love the wide shots in the Hotels.com spot; they beautifully showcase the spaces and make me want to step into them. The Marriott spot, on the other hand, does a great job weaving in a storyline about people and their experiences within the spaces. Our approach will take the best of both worlds.
I want to use a mix of gimbal and dolly shots to create dynamic movement while also finding key, intimate moments with our characters. I also love Brett’s idea of seeking out interesting and unique angles for each scene—whether that’s pushing through a cabana, attaching a lens to a sliding cocktail, or incorporating a drone for unexpected perspectives. These elements will add an extra layer of visual intrigue.
Ultimately, while we embrace movement and energy, I want to maintain a “less is more” mentality—keeping the focus on our story, the liveliness of our cast, and ensuring the spaces look incredible.
Light
We will utilize each space as best we can with natural light, letting the environment shine organically. However, in scenes where we need to augment, we will supplement and stylize with additional lighting. For example, in the bar lounge area, we can introduce rich, colored lighting to create depth and contrast with our daytime scenes.
This approach allows us to bring out the personality of each space while ensuring a visually dynamic and immersive experience
CASTING
Each cast member should be unique, distinct, and full of personality. They need to radiate confidence and an effortlessly cool vibe—aspirational yet warm and approachable. These are people who walk to the beat of their own drum. Leaders. Inspirers.
We want our talent to be striking and charismatic, people who naturally draw attention the moment they step into a room. They should have an undeniable presence—beautiful, yes, but in a way that feels organic and effortless, never forced. They embody a look that is both aspirational and relatable, a reflection of the dynamic energy of the space itself.
Even though we don’t have dialogue (outside of VO), our talent should be able to command attention and exude confidence without saying a word.
Their wardrobe should speak volumes as well. We shouldn’t be afraid of bold, bright, and statement-making pieces. That said, not everyone needs to be at a level 11—we’ll balance things with some clean, simple outfits to keep the overall aesthetic fresh and stylish.
HOW IT MIGHT GO DOWN
Here is a possible breakdown for the :30 script. Since the other scripts share similar ideas (and likely footage), I’ll focus on the :30 for now. This is just one version of the execution, and I am, of course, happy to make any adjustments based on feedback from the creative team or client. For this version, I closely follow the script recommendations but have made a few slight variations in some scenes.
We open on our hero at a table on the casino floor. The camera pushes in on them.
VO: Hey player...
We see a split screen of images showcasing the lobby, rooms, bar, and more.
VO: This is all yours…
The split screen continues before resolving on our player’s face enjoying the gorgeous view out their room.
VO: This room…with this view…
Push in close up on a cocktail as a bartender finishes making it.
VO: This speakeasy…
The camera whips pans to a couple smiling and talking in the corner as the bartender hands over the freshly made cocktail.
VO: With this cocktail…
One of them cooly raises two fingers up to the bartender and we pull back to a wide of the speakeasy.
VO: Hey, could you make that two?
The camera sweeps over a tray of essential oils, incense, hot stones, and aroma therapy scented bottles.
VO: This spa…with this…
We cut to a close up of a woman getting massaged. She opens her eyes and smiles. We cut to her POV and reveal her husband smiling back, also getting a message.
WOMAN: …ahhhhhh.
We push through a cabana and reveal a waiter handing a drink to someone hanging out at the edge of the pool. We cut into a close up as she smiles and receives the drink.
VO: This pool…
A quick shot from above as people jump in.
VO: On this roof…
Cut to a split screen treatment showing players in different amenities around hotel/casino.
VO: …this is all for you.
The camera pulls back and we see an epic shot of the rooftop pool and the Jamul hotel.
Animate on Jamul CR logo/Now open. The Players’ Place.
NARRATOR: The all-new Jamul Casino Resort. Now open.
HOW IT MIGHT GO DOWN
Here is a possible breakdown for the :30 GAMING FOCUSED script. There is some shared moments from the other :30 so those moments will be repeated here in the breakdown.
We open on our hero with friends as they walk into the lobby of Jamul Casino. The camera pushes into them, focusing on our hero, as she walks in smiling.
VO: Hey player...
We cut to behind the group as they reach the casino floor. It’s an epic shot of the space as we take it all in.
VO: This is all yours…
We are close up on a slot machine paying a jackpot. The camera pulls out and reveals our player as she walks by smiling.
VO: These jackpots…
Our hero passes a craps table full of friends cheering after an epic dice role.
VO: With these thrills…
The camera swings around as our hero sits at a baccarat table in the high-limit room.
VO: This VIP experience…
Close up as dealer slides chips across the table.
VO: With these wins…
Our hero turns to the dealer as the camera circles around…
VO: Hey, could you deal me in?
Match cutting to a beautiful suite. The camera cuts wide as our hero walks to the view.
VO: This suite… with this view….
The camera sweeps over a tray of essential oils, incense, hot stones, and aroma therapy scented bottles.
VO: And this spa…with this…
We cut to a close up of our hero getting massaged. She opens her eyes and smiles.
WOMAN: …ahhhhhh.
Cut to a split screen treatment showing players at different amenities, including gaming setups around hotel/casino.
VO: … this is all for you.
We end on a drone shot pulling back from a couple who are looking out from their balcony.
Animate on Jamul CR logo/Now open. The Players’ Place
NARRATOR: The all-new Jamul Casino Resort. Now open./Now playing.
LOOKING AHEAD
As we move into post, I will plan to handle the first offline edit myself. My goal is to make sure this is something we’re all proud of and excited to share.
Let’s make something great. I want this to be a fun, collaborative process where we all bring our best to the table and create a piece that truly stands out.
Looking forward to making this happen!
-Lorenzo