Pokerstars
BRAND WORLD
BRAND PLATFORM
ART DIRECTION
In 2020, PokerStars launched the "I'M IN" campaign to transform its brand image from a commodity to a vibrant community of online poker players. This initiative aimed to capture the essence of PokerStars as a hub for entertainment and adventure, inviting like-minded individuals to join a journey filled with excitement and camaraderie.
The Challenge
Reposition PokerStars from a transactional platform to a dynamic community that embodies the thrill and epic nature of poker.
Building a Community of Passionate Players
To shift PokerStars’ image, we focused on fostering a sense of belonging and camaraderie. The campaign strategy highlighted the brand as a gathering place for thrill-seekers and poker enthusiasts who are “in” for more than just winning—they’re in for the experience, the drama, and the epic moments. This approach invited players to identify with the brand on an emotional level, transforming PokerStars into a social and cultural space within the poker world.
The Idea
Center the brand around the "I'M IN" mindset, capturing the spirit of always being part of the action. This message reframed PokerStars as a vibrant community that thrives on thrill, anticipation, and a shared love for the game..
Bringing I’M IN to life
The "I'M IN" campaign used bold, action-driven visuals to represent the excitement of poker. Dynamic layouts, intense imagery, and immersive design elements showcased players who were not just playing the game but fully “in” it. Every element—images, brand layouts, and ad copy—reinforced the feeling of being in the heart of the action, highlighting the thrill, camaraderie, and epic scale of the PokerStars community.
Across digital platforms, online ads, and television, the campaign conveyed PokerStars as an entertainment destination where players feel the excitement of high-stakes moments and the joy of belonging to a passionate community.
