Director

NEZ

When the California Lottery shifted the Scratcher paradigm from a one-off card to a book of one-off cards the pressure was on. There was a bigger payout than the typical Scratcher, but the budget was the same. So we partnered with a young visual director who didn't have an extensive commercial reel but had created some of the most-viewed music videos of all time. We fought for him and ended up giving him the job.

As far as the idea goes, we all know there's nothing quite like getting lost in a good book. But what happens when it’s a book of Scratchers and you're at Venice Beach? You get lost, and hopefully don't end up smoking meth.

The campaign was well received and we were all quite proud of the production value we got out of a 500K budget.

A mobile game was also created as part of the campaign where players had to find 'Lucky', the character who got 'lost' in the broadcast.