All in your hands: The first AI-generated commercial on Ukrainian TV

FIRST is an omnichannel iGaming platform and the first licensed online casino in Ukraine. The brand’s strategy focuses on the emotional experience of gameplay itself, intentionally shifting emphasis away from the idea of winning. Its claim, “All in your hands,” is a play on words designed to motivate players and reinforce their sense of control over the game. In the new special campaign, we reinterpret this message through immersive in-game settings while simultaneously highlighting the product’s unique selling points.

Minimum time – maximum effort. Minimum investment –maximum Impact. All this defined the creation of Ukraine’s first fully AI-generated commercial aired across national TV and OTT platforms.

Before the fall flight, the brand faced a communication vacuum: existing creative assets had reached saturation, while the upcoming productions wouldn’t be ready until late fall we. That is why we decided to take a calculated risk and create Ukraine’s first fully AI-generated TV advertisement. With a minimal budget, tight timelines, and maximum fun, we launched a new crazy communication across the leading channels and OTT platforms.

The result: a bold, unconventional solution that preserved media presence and exceeded all expectations.