Psyop partners with David and Goliath to create the imaginative campaign, “More Luck For Your Buck” for the California Lottery’s Fortune 55 Scratchers game.
Psyop struck gold with the imaginative More Luck For Your Buck campaign created for the California Lottery. Psyop partnered with ad agency David & Goliath for the Fortune 55 Scratchers game, taking players to the magical Land of Luck where a cast of enchanted characters gather after a hard day’s work of granting wishes and making dreams come true.
The camera, zeroed in on a ladybug, slowly travels backward through a frozen moment in time. A beautiful woodland is revealed, bathed in golden light from a nearly setting sun, as layers of depth and action manifest through the receding point of view. The fantasy world disappears through the hole of a Fortune 55 Scratchers ticket as a hopeful woman hedges her bets in the real world
“We wanted to build this journey where you could witness a fluid chain of events unfold,” explained Psyop Creative Director David Chontos.
“Aside from the live action, compositing all of the CG layers together into a seamless move was challenging but it was certainly the best way to tell the story,” added Chontos. “We spent over a week perfecting the camera pass and character placement in previz.”
The project also signals Psyop’s new push into the hybrid production space.
Psyop created rich media banners that channel the same whimsical spirit as the spot. By producing both the broadcast and digital components under one roof, Psyop cut down production time, maintained tight art direction and simplified project management.
Jennifer Wolfe is Director of News & Content at Animation World Network.