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Triple the Feeling, Triple the Fun in David&Goliath's CA Lottery Campaign

Director Bruce St. Clair sees in threes for latest California Lottery Triple Jackpot Scratchers ad

Triple the Feeling, Triple the Fun in David&Goliath's CA Lottery Campaign

LA-based David&Goliath has created a new campaign, 'Triple The Feeling,' for California Lottery’s Triple Jackpot Scratchers that just might have people seeing, and winning, in threes.

Based on the fact that each Triple Jackpot Scratchers ticket has three top jackpot prizes, instead of one like all other Scratchers tickets, 'Triple The Feeling' brings to life the idea of three times the winnings, excitement and anticipation across every touchpoint of the campaign.

Kicking off the integrated campaign is a 60-second film that encapsulates the feeling of playing for three top prizes versus one. It starts with a man exiting a convenience store, fresh off the purchase of a Triple Jackpot Scratchers ticket. After pulling out a coin to start scratching, he suddenly multiples 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.

To help bring the film to life D&G enlisted renowned European director, Bruce St. Clair, for his distinct, story-driven directorial style, along with DOP Greig Fraser who was behind the camera for Star Wars: Rogue One, Zero Dark Thirty, and who received an Academy Award nomination in 2017 for Best Cinematography for his work on the film Lion.

The dance sequence was choreographed by Fatima Robinson, recently named one of the '100 Most Creative People in Entertainment' by Entertainment Weekly. Fatima 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. The dance choreography syncs beautifully with the music by rising artist Allan Rayman, who 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.

A 30-second 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 – which all bring to life the notion of 'Tripling The Feeling' in different, fun and surprising ways.

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Account Director: Janet Wang

Creative Agency

Creative Agency: David&Goliath, LA

Art Director: Raul Garcia

Chief Creative Officer: Bobby Pearce

Digital Art Director: Tim Hagan

Digital Producer: Noah Luger, Kyle Stein

Account Executive: Sarah Cohen

Head of Print Production: Meredith Walsh

Account Management: Alexis Niekamp

Senior Art Producer: Andrea Rosenfeld

Director of Business Affairs: Rodney Pizarro

Associate Creative Director: Chris DeNinno, Tushar Date

Head of Strategy: Kristen Knape

Business Affairs Manager: Yenia Paez, Travis Kohler

Founder: David Angelo

Senior Producer: (Broadcast) Juliet Diamond

Head of Digital Production: Peter Bassett

Planners: Chris Kwak

Managing Director: (Broadcast Production) Paul Albanese, Robin Osborne

Executive Producer: Curt O’Brien

Production Company

Production Company: Serial Pictures

Executive Producer: Violaine Etienne, Timory King

Director: Bruce St. Clair

DOP: Greig Fraser

Line Producer: Joshua Goldstein

Head of Production: Jennifer Gee


Edit Company: Spinach

Editor: Patric Ryan (from Whitehouse)

Edit Assistant: Nicole Stewart

Producer: Patricia Gushikuma

Executive Producer: Jonathan Carpio

Post Production / VFX

Post Production Company: JAMM

VFX Supervisor: David Hernandez

Producer: Ashley Greyson

Telecine: Adam Scott @ The Mill

Production Coordinator: Justine Pregler

Flame: Brian Hajek

Executive Producer: Asher Edwards


Mix: Nathan Dubin @ Margarita Mix

Music Production: Allan Rayman

Digital Production Company

Creative Director: Shane Griffin

Digital Production: Los York

Producer: Christian López

Executive Producer: Garrett Braren

Category: Events , Sports and leisure

Genre: Music performance , Visual VFX , choreography