Psyop and David & Goliath for California Lottery
Psyop has struck gold with its imaginative ‘More Luck For Your Buck’ campaign created for the California Lottery. The company 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.
Credits
Fortune55 TV PRODUCTION
Chief Creative Officer: David Angelo/Colin Jeffery
Creative Director: David Angelo
Sr. Copywriter: Dan Kelly
Sr. Art Director: Todd Rone Parker
ExecutiveBroadcast Producer: Carol Lombard
Agency Producer: Nick Miller
Director/VFXCompany: Psyop
ExecutiveProducers: Neysa Horsburgh/Amanda Miller
Creative Director: David Chontos
VFXProducer: Shannon Alexander
VFXSupervisor: Ryan Raith
Designers: Andrew Park, Lilit Hayrapetyan
Matte Painter: Andrew Park
Lead Flame: Kim Stevenson
Editor: Brett Nicoletti
Lead Desktop Compositor: Ryan Raith
Compositors: Ryan Raith, Stephen Delalla
Previz: Joel Sevilla
Modelers: Kevin Manning, Rie Ito, Rafael Grassetti
Rigger: Parzival Roethlein
Animators: Joel Sevilla, Victor Garza, Devon Tracey
Texture: Kevin Manning, Rie Ito, Rafael Grassetti, Stephen Delalla
Lighters: Stephen Delalla, Hao Cui
GFX: Claudia Yi Leon
3D Lead: Stephen Delalla
FX: Mat Rotman, Victor Garza, Wayne Hollingsworth
Live Action Production Company: Smuggler
CreativeDirector: David Chontos
Live Action Producer: Michael Schlenker
Sound Design & Mix Company: Lime Studios
AudioEngineer/Mixer: Sam Casas/Loren Silber
Assistant Mixer: Tom Paolantonio
ExecutiveProducer: Jessica Locke
Stock Music: APM Music
Music Track: True_Hope_KAR_1046_01501_
Composed by Michel Villar & Ombeline Chardes
APMMusic / Kosinus Music – Paris
V/O Talent: Brian Cooney
