LA-based David&Goliath has launched a new campaign for California Lottery’s Triple Jackpot Scratchers that should have audiences seeing in threes.
Helmed by renowned European director Bruce St. Clair and shot by Academy Award-nominated DP, Greig Fraser, “Triple The Feeling” lives up to its name, vividly bringing to life the idea of tripling your chances, anticipation and winnings every time you play.
Kicking off the integrated campaign is an infectious :60 film that encapsulates the feeling of playing for three top prizes versus one. It starts with a hopeful customer exiting a convenience store, fresh off the purchase of a Triple Jackpot Scratchers ticket. After pulling out a coin to start scratching, he suddenly multiplies into three versions of himself – one for each of the three jackpots found on the ticket. Overtaken by the prospect of tripling his win, he breaks into dance and spreads his joy to others as he journeys throughout the city.
Set to the song 13 by rising artist Allan Rayman, the dance sequence was choreographed by Fatima Robinson, recently named one of the “100 Most Creative People in Entertainment” by Entertainment Weekly. Robinson has been the choreographer behind many of the most memorable moments in dance entertainment and worked with artists including Prince, Rihanna, Pharell, and Black Eyed Peas, to name a few. Rayman recently received a Juno Award nomination for Breakthrough Artist of the Year at the Juno Awards of 2018, and whose second album Roadhouse 01 dropped in February and is already receiving critical acclaim. All in all it’s a really beautiful film to look at.
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A :30 version of the film aired this past weekend during the Oscars. Later this month, during March Madness, D&G will launch a social initiative called “Triple The Madness,” which will play off all three themes associated with basketball.
Additional elements of the campaign include OOH, digital, experiential and radio – all bringing “Triple The Feeling” to life in different, fun and surprising ways.
CREDITS
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Creative Director: Greg Buri
Creative Director: Raul Garcia
Associate Creative Director (Copy): Chris DeNinno
Associate Creative Director (Art): Tushar Date
Associate Head of Strategy: Kristen Knape
Planner: Chris Kwak
Managing Director of Broadcast Production: Paul Albanese
Executive Producer: Curt O’Brien
Senior Broadcast Producer: Juliet Diamond
Director of Business Affairs: Rodney Pizarro
Business Affairs Manager: Yenia Paez
Associate Business Affairs Manager: Travis Kohler
Managing Director: Robin Osborne
Account Director: Janet Wang
Account Executive: Sarah Cohen
Account Coordinator: Alexis Niekamp
Project Manager: Mike Antonellis
Director of Digital Production: Peter Bassett
Senior Digital Producer: Noah Luger
Digital Producer: Kyle Stein
Senior Digital Art Director: Tim Hagan
Director of Print Services: Meredith Walsh
Senior Art Producer: Andrea Rosenfeld
Production Company: Serial Pictures
Directors: Bruce St. Clair
Director of Photography: Greig Fraser
Founding Partner/Executive Producer: Violaine Etienne
Executive Producer: Timory King
Head of Production: Jennifer Gee
Line Producer: Joshua Goldstein
Editorial House: Spinach
Editor: Patric Ryan (from Whitehouse)
Assistant Editor: Nicole Stewart
Producer: Patricia Gushikuma
Executive Producer: Jonathan Carpio
Telecine: Adam Scott
Colorist: The Mill
Visual Effects Studio: JAMM
VFX Supervisor/Lead Compositor: David Hernandez
Flame Artist: Brian Hajek
Executive Producer: Asher Edwards
Producer: Ashley Greyson
Production Coordinator: Justine Pregler
Music: Allan Rayman
Mix House: Margarita Mix
Sound Mixer/Engineer: Nathan Dubin
Digital Production Company: Los York
Creative Director: Shane Griffin
Executive Producer: Garrett Braren
Producer: Christian López
Animator: Drake Welsh
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
