ROKA London —

Lucky Dip

A studio campaign for ROKA London’s Lucky Dip, a mystery promotion where customers pay a set price for a mystery product. Because its a surprise product, the shoot had to sell the thrill of not knowing: big reactions, oversized gift boxes, and a colourful set built in-studio.

The Brief

ROKA needed imagery for Lucky Dip, a mystery promotion where customers pay a set price and receive a surprise product worth more. Since the product itself couldn’t be shown without ruining the surprise, the campaign had to sell the moment of discovery instead: the excitement of unwrapping a gift, not the item inside it.

The Approach

The full set and concept were built in-studio, props included, creating a world of oversized gift boxes and balloons against a pastel pink and blue backdrop. Models were directed for excited expressions as though they’d really just opened something exceeding their expectations. The shoot was to focus more on the anticipation rather than the product.