GamCare highlight the emotional grip of gambling
Common People Films’ Max Millies directs new GamCare campaign highlighting the emotional grip of gambling.
)
Common People Films UK rostered director Max Millies has directed the latest campaign for GamCare, the UK’s free helpline for people experiencing gambling-related harm.
The hero 30-second film, along with three shorter 15-second companion spots, uses striking metaphorical visual storytelling to portray the intense emotions that accompany gambling addiction, from feeling trapped and tangled to being stuck in destructive cycles.
Running across multiple digital platforms from 29 September, the campaign targets men aged 18–44 as well as loved ones affected by gambling, particularly women who often play a central role in family wellbeing. The films encourage viewers to take the first step toward seeking support.
Credits
View on-
- Production Company Common People Films
- Director Max Millies
-
-
Unlock full credits and more with a shots membership
Credits
View on- Production Company Common People Films
- Director Max Millies
- Executive Producer Tony Roberts
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Production Company Common People Films
- Director Max Millies
- Executive Producer Tony Roberts
Director Millies explains: “What drew me to this brief was its tone, that space between absurdist comedy and surreal visuals, yet grounded in a real issue. That’s where the best humour lives for me: not fluff, but a sharp way of looking at serious things. We didn’t have the luxury of time or budget, but that’s often when the most interesting work happens. Limitations force you to commit. Shooting everything locked-off on sticks not only saved gear but also mirrored the protagonists’ predicaments, stuck in their gambling habits, with the audience stuck right there with them.”
Leaning into lo-fi charm, the production team embraced a deliberately imperfect aesthetic to reflect the campaign’s humanity. The film’s warm yet surreal tone came together through genuine collaboration and creativity.
Tony Roberts, Executive Producer at Common People Films, adds: “Max has the life experience and creativity to take such a serious issue and bring his humour to the fore without crossing a line. We’re very happy for him for his latest UK spot and get him in the limelight.”
The campaign underscores GamCare’s commitment to supporting anyone affected by gambling harms and breaking the stigma around seeking help.
