Xenon Creates Winter MoneyLand for NJ State Lottery
On his collaboration with Xenon, Brushfire Senior Vice President/Creative Director/Copywriter Ken Musto said: ”We wanted this spot to be special –‘MoneyLand’ is a new departure for a Lottery ad and it will air for a number of years going forward. It’s not just about buying some tickets and winning a hundred grand. We wanted to create a deep, detailed Christmas tale, rich with creativity and detail, an invitation to not only be ‘in the money,’ but to escape the real world and immerse yourself in this wonderful place called Winter MoneyLand. Xenon understood the scope and depth of our concept. Michael has a great sense of story, and from working with Xenon previously we knew that they would understand the concept and how to bring it to life with CGI. We’re very proud of the results.”
Brushfire Producer Liz Pollard added: “They are wonderful and wildly collaborative. Michael brought our idea to life with great visuals and Doug made the numbers work, which is a producer’s dream. Since the spot is going to be around for a few years, we wanted people to see something new every time they view it and the level of detail they created was crazy. We got amazing value for our budget and everyone was thrilled with the spot.”
Xenon’s President/Executive Producer Doug Robbins stated: “For ‘Winter MoneyLand’ we created a fantasy world for a project that was a fantasy delight. We had a client and an agency that were fabulous to work with, that let us have fun and allowed us to run free creatively. It was one of the more exciting projects that I have worked on in many, many years. Michael’s interpretation and the vision he presented and sold to the agency were embraced with a bear hug. The creative team at Gravity, led by Harry, helped push Michael’s ideas to the limit. It was a true collaborative process, a partnership that allowed us to execute a remarkable spot for Brushfire.”
In addition to Michael Wiehart and Doug Robbins the Xenon creative team included Producer Jennifer Pearlman.