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Project Profile: Potawatomi Brand Commercial Plays to Win
Success Stories

Project Profile: Potawatomi Brand Commercial Plays to Win

Filming inside of a working casino is no small feat, but our CID video crew put their production prowess to the test in order to showcase the energy and excitement that Potawatomi Hotel & Casino has to offer.

Here’s a behind-the-scenes look at the inspiration, creative process, and the incredible production teams that brought these Emmy and Telly Award-winning spots to life.

The Concept

Potawatomi was ready to relaunch their brand (post peak-pandemic) and wanted to not only tell people "We're back!" They wanted to capture the joy, excitement and bold energy that people experience every day at Potawatomi with a fresh, bold look. These themes served as the inspirational thread:

  • Elevated and Bold: we wanted to capture how it feels to be at Potawatomi, not simply what it looks like.
  • Sleek: at the top of Potawatomi is an eternal flame. We sought to harness that energy and glow throughout each scene.
  • Daring: by utilizing the 4th wall on occasion and having talent glance at or posing for camera, we drew people in.

The Production

Casinos are naturally dynamic places, characterized by bright lights, lively music, constant activity, and excitement. To truly capture the adrenaline-fueled atmosphere of Potawatomi, we aimed to create an immersive experience for our viewers by placing them right in the heart of the action.

Using anamorphic lenses, cinematic widescreen views, and an array of custom effects, we invited the audience on a lustrous and boundary-defying tour of the entire venue — from the heat of the high-stakes tables and thrumming dance floors to the tranquility of the luxurious guest suites.

Filming in a distinctive venue like Potawatomi presented our crew with various challenges, such as lighting and sound design, and other creative aspects. Since a significant portion of the production happened during Potawatomi's regular operating hours, we had to be meticulous in coordinating the filming schedule to avoid disrupting patrons' activities. Cast and crew worked overnight to capture custom action sequences and atmospheric scenes when there was less foot traffic.

The Results

With more than 60 total members of our combined cast and crew, this was one of the largest productions that CID has ever taken on — and we couldn’t be prouder of the results! We were honored with an Emmy for Outstanding Achievement for Commercial - Single Spot and a Telly Silver Award for General - Regional TV.


Looking to celebrate and bolster your brand with stunning, original, and captivating video? Contact CID to get started.

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