Case Study

Lucky Block: Michael Bisping

Key Points

Client: Lucky Block Casino
Job Title: Multi-location Content Creation with UFC Legend Michael Bisping
Job Type: Premium Video Production & Photography
Locations: Manchester, UK and Las Vegas, USA
Time Frame: 3-day shoot, with a total of 12 hours of filming time with Michael Bisping
Key Assets Created: 100+ videos and photos designed to engage VIP audiences across branding, social media, and targeted marketing
Campaign Goal: Attract high-value players and enhance brand confidence among discerning VIPs
Client Testimonial: “Absolutely amazing production company. The best out there with world-class talent. I would highly recommend them.” — Rene Ackerman, Head of Social, Lucky Block

The Challenge

Lucky Block Casino sought to create more than just content—they wanted exclusive, high-quality stories that would genuinely connect with UFC fans and VIPs in the sports and lifestyle space. The goal was to position Lucky Block as the premium destination for high-stakes players by highlighting new sides of UFC legend Michael Bisping, from his comedic personality to his introspective reflections on his career. With just 12 hours of filming time and multiple locations across Manchester and Las Vegas, efficient planning and precise execution were essential to delivering this ambitious vision.

The Plan

Our solution was to create three distinct categories of content and align each with Lucky Block’s VIP audience goals. To accomplish this, we began with a preproduction workshop, collaborating with Lucky Block to define the project’s vision and develop ideas that would sustain engagement throughout the year. We organised the project into three key content types:

Evergreen Content: This included timeless material that showcased Bisping’s journey, his relationships, and candid moments of humour. These pieces, crafted to appeal to a luxury-focused audience, could be released at any time to give fans new insights into Bisping’s life. This authentic storytelling added depth to Lucky Block’s brand, reinforcing trust and loyalty with their audience.
Timed Content: For UFC 303 and 304, we produced event-driven content, including Bisping’s fight predictions, commentary, and scene-setting clips. Aimed at generating pre-event buzz, these short-form videos resonated with high-stakes players who appreciate being “in the know.” These social media reels positioned Lucky Block as a brand deeply connected to the sports culture VIPs want to be part of.
Commercial Content: Finally, we produced polished, scripted advertisements for PPC and targeted marketing. These ads featured Bisping as the face of the brand, capturing the premium experience Lucky Block offers, from big giveaways to high-end, personal service. This commercial content targeted discerning players, reflecting Lucky Block’s position as a VIP casino experience.

To capture this content efficiently, we executed a three-phase shoot across both Manchester and Las Vegas:

Manchester Boxing Gym: The first day was dedicated to a full-day shoot in a local boxing gym, a space that resonated with Bisping’s roots. We optimised our eight-hour window with Bisping by pre-lighting the day before and setting up six unique scenes. Here, we captured a mix of fan Q&As, career reflections, and comedic interactions that added depth to the campaign and gave Bisping’s fans a personal connection to the brand.
Las Vegas UFC 303 Event: In Las Vegas, we took a high-energy, real-time approach to capture Bisping’s expert insights during UFC 303. This included quick, event-specific social media pieces, such as Bisping’s predictions and commentary, which gave high-stakes players an exclusive, behind-the-scenes look. This segment was designed to bring the thrill of UFC directly to fans while reinforcing Lucky Block’s VIP association with major sports events.
“A Pint with Mike” in Manchester: Returning to Manchester, we filmed in a pub setting to create “A Pint with Mike.” This relaxed environment captured an intimate, in-depth conversation between Bisping and his former trainer, Daz, exploring his career highs and challenges. This phase aimed to show Bisping in a candid light, building audience trust and loyalty while reinforcing Lucky Block’s commitment to authentic, premium content.

The Results

The campaign exceeded expectations, delivering over 100 unique assets across documentary-style features, social media reels, and polished commercials. Lucky Block Casino reported an estimated 500,000 impressions, increased VIP engagement, and positive responses from their target audience, positioning them as a premium brand within the gaming industry. Our collaborative approach and deep understanding of the VIP audience have fostered a strong, ongoing relationship with Lucky Block, and we continue to work together on a range of high-quality content initiatives.

Client Feedback

Rene Ackerman, Lucky Block’s Head of Social, noted, “Absolutely amazing production company. The best out there with world-class talent. I would highly recommend them.”