FLO's Brand Experience (BX) division has launched Feel the Thrill, a new international campaign for Fortuna Entertainment Group (FEG). Developed after the agency was appointed to lead FEG's international communications earlier this year, the campaign is the first concept designed to run across multiple markets under a shared creative platform. Shot in São Paulo, Brazil, Feel the Thrill introduces a long-term campaign direction built around the emotional power of sport and a return to storytelling.
FLO launches Feel the Thrill campaign for FEG across five markets, shot in São Paulo and directed by Netflix collaborator Augusto de Fraga
FEG is launching a new international communications platform, a long-term creative concept that will unify all of the brand's marketing activity for years to come. The campaign will run across five countries and will appear in Croatia under the heritage PSK brand. At its core is the belief that the excitement, tension and anticipation of sport can be enjoyed by anyone, not only dedicated fans. To bring that idea to life, the campaign follows a New York cab driver whose everyday journey draws him into a series of sporting moments. Through his perspective, viewers experience the drama and emotion that connect fans around the world.
"After years in which betting ads relied heavily on rapid cuts, we wanted to tell a story people could follow and connect with. Creating a campaign that feels authentic and relevant across five different markets is one of the biggest challenges in international communications. We also needed a way to make the story feel local in each market without losing what made it work as a single campaign. That's why the supporting cast includes personalities and fans from each country, including Czech singer Helena Vondráčková, Polish model Monika Partyka or a group of Croatian fans," explains Pavel Flégl, head of FLO's BX team.
"FLO has undergone a remarkable transformation over the past few years. What started as an ambitious challenger has evolved into a trusted partner to brands such as FEG, Heineken and Porsche. Today, clients entrust us with complex international initiatives that require the seamless integration of brand experience, technology and execution. Clients no longer look for agencies, consultancies or technology providers in isolation. They need partners who can bring all three together. That's where FLO stands apart, helping clients turn ambitious ideas into measurable business outcomes," says Andrej Hájek, CEO of FLO.
A Netflix director, Emmy-nominated in post-production, applied artificial intelligence
The shoot was led by Augusto de Fraga, whose credits include successful projects for the global streaming platform Netflix. The production side of the campaign, including coordination of the local Brazilian production by Ocean Films, was handled by Boogie Films. All post-production work, including AI-generated visual effects, was delivered by the acclaimed studio UPP, whose record includes four historic Emmy nominations. The visuals and key art for the campaign were shot by photographer Adam Bartas. Digital user engagement was supported by the specialists at ARfest studio, who created bespoke gamified formats using mixed-reality technology.
"Coordinating an international project this demanding was a real production and logistical challenge. Filming in parallel with two crews in Brazil called for flawless process management. The result is a toolkit of more than 160 deliverables that gives each market enormous creative freedom while keeping the brand's identity consistent," explains Valérie Palková, Client Success Manager at FLO responsible for the FEG account.
Six months of preparation and 160 campaign assets from São Paulo
The project took six months to develop, with filming taking place in São Paulo, where dozens of specialists worked across two production crews to create content for every market. The campaign included international master versions for both brand and product formats, which were then adapted locally. In total, more than 160 campaign assets were produced, including influencer and digital toolkits, non-traditional media formats, promotional events and experiential activations.
The campaign also responds flexibly to current sporting milestones. To mark the Czech national football team's qualification for the World Cup, a standalone spot featuring the players was created and directed by Michal Kunes Kováč.
The campaign will run from June to August
The international campaign launches in June 2026 and will run until the end of August. The communications mix is conceived as a 360-degree campaign, whose plans include a branded bus shelter featuring a full-size taxi.
The main image and product spots will appear on television and in cinemas, complemented in the Czech market by a separate tactical ad featuring the Czech footballers. Digital channels and social media will be filled with hundreds of specific formats, alongside the aforementioned mixed-reality game, while a strong online presence will be reinforced by non-traditional outdoor advertising.
