David&Goliath triples CA lotto fun in new campaign


Bruce St. Clair helms lottery spot

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.

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.