A Christmas tree that does more than sparkle. Working with INDIE for Holland Casino, we developed a larger-than-life festive image filled with prize ornaments and brand details. The tree rises from a swirl of light into a complete scene, ready to carry the campaign’s Christmas Magic idea. The craft was in deciding what people should notice. Too much light hid the ornaments. Too much snow softened their detail. We refined the balance so the prizes could lead and the casino cues could support them. Different lengths and formats gave the same world different jobs—from the full spectacle to a closer look at what was hanging in the branches.