Discovery's new docu-series Hustlers Gamblers Crooks pulls back the curtain on the world of gambling and the winners and losers that inhabit it.

For the launch campaign, Miami-based creative agency 2C designed a motion-graphics and sound package that put viewers in mind of gambling meccas like Las Vegas and Atlantic City. Woven between first-person confessional sequences are fast cuts of spinning roulette wheels, poker chips and playing cards, as well as glimpses of a neon-lit casino, all set to swinging music.

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The spots promise to tell the “most outrageous stories,” and that promise is followed up one woman saying, “My lottery dream turned into my lottery nightmare.”

“No one out-cheats this cheater,” says one of the show's subjects in the final cut.

2C produced a :30 and a :15 spot ahead of the new series' premiere.

Hustlers Gamblers Crooks premieres Friday, January 19 at 9 p.m. ET/PT on Discovery Channel.