GEORGIA LOTTERY – WELL SPENT
Role: Creative Director
Studio: The Mill
Agency: BBDO Atlanta
Just think of what you could do with a buck or two... One read through the outrageous “this or that” comparisons in BBDO Atlanta’s initial script and we were laughing about the potential visual treatment. The ask? To help spread the word about Georgia Lottery’s newly increased payout for their often overlooked $1 and $2 scratch-off tickets. We took a mixed-media approach to the request for a “cut-out style” animation. Our original designs included a balance of photographic elements and hand-drawn illustrations.
As we entered production, we cast our “Hot Dog Guy” and photographed him performing his scene to avoid the limitations of available stock photography options. This gave us plenty of expressions to choose from as we created his animated performance.
We also photographed two hand models, paper transitions, the un-crumpling dollar bill and Lottery logo. A majority of the illustrations came to life through cel-animation while C4D was used to animate George Washington, the coins on the counter, and to generate some of the radiating brush strokes. From there we brought all of these disparate elements together in After Effects, following our approved style frames, and introduced a series of transitions over the :30 spot.
The increase in Scratchers ticket sales remains to be seen, but the final animation has garnered attention from industry icons Motionographer & Wine After Coffee. Imagine that?