DDB, New York launched a new spot for the New York Lottery Winning Numbers App. The spot features a worker in a doll factory who is unaware that he is a millionaire because he hasn't checked his numbers on the app. Instead, he has the unsettling feeling the dolls are staring at him.
Director David Gaddie of The Colony says, "We really enjoyed creating an environment that felt like a big, real factory, full of believable people, and never like a film set. We felt that keeping it real – from casting to set design to the name badges sewn on workers' shirts – would highlight the intrinsic comedy of the situation."
VFX studio Afterparty enriched the factory environment by adding set extensions such as a second conveyor system suspended from the ceiling, extra lighting and machinery. Design Director Jordan Lister says, "Our role was to quietly reinforce that sense of a totally realistic factory, bringing detail to that world."
The result is an intriguingly wry spot with very dry and underplayed comedy.
You can watch the video here.
Client: New York Lottery
Agency: DDB New York
Chief Creative Officer: Matt Eastwood; Group Creative Director: Rich Sharp; Group Creative Director: Mike Sullivan; Art Director: Tony Bartolucci; Copywriter: Colin Lapin; Head of Production: Ed Zazzera; Executive Producer: Walter Brindak; Business Manager: Kelly McCann; Group Account Director: Leo Mamorsky; Management Supervisor: Kelly Gorsky; Account Supervisor: Heather Olson; Account Executive: Kemi Adewumi; Account Executive: Tarina Hesaltine;
Editor: John Piccolo @ Fluid
VFX: Afterparty; VFX
Supervisor / CG Lead: Ilias Saliba; VFX Supervisor: Nick Crist; Design Director: Jordan Lister
Color Correction: Les Rudge @ Nice Shoes
__SHOOT Publicity Wire Press Release