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How do you launch a movie-themed scratch-off game for the New York Lottery?
With the same approach a film studio premiering a movie in Hollywood would take, of course, beginning with an epic trailer.
Together with McCann New York, the New York Lottery launched the campaign, titled $1,000,000 Premiere, with an edge-of-your-seat :30 trailer for the ultimate whodunnit, a family lottery win celebration turned Clue-style mystery when the winning $1,000,000 ticket suddenly goes missing.
Credits
View on- Agency McCann/New York
- Production Company Superprime
- Director James Gray
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Credits
View on- Agency McCann/New York
- Production Company Superprime
- Director James Gray
- Chief Creative Officer Sean Bryan
- Chief Creative Officer Thomas Murphy
- Executive Creative Director Mat Bisher
- Group Creative Director Jason Ashlock
- Group Creative Director Dominick Baccollo
- Group Creative Director Dan Kim
- Creative Director Annie Elliott
- Chief Production Officer Nathy Aviram
- Executive Producer Chance Bassett
- Executive Music Producer Eric Johnson
- Music Producer Dan Gross
- Head of Production Matt Sanders / (Head of Production)
- DP Sean Porter
- Edit Company Mackcut
- Editor Gavin Cutler
- Executive Producer Gina Pagano
- Sound Designer/Audio Mixer Sam Shaffer
- Colorist Alex Bickel
- Executive Producer Charlotte Woodhead
- Producer Lisa Ruffler
- Production Designer Happy Massee
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency McCann/New York
- Production Company Superprime
- Director James Gray
- Chief Creative Officer Sean Bryan
- Chief Creative Officer Thomas Murphy
- Executive Creative Director Mat Bisher
- Group Creative Director Jason Ashlock
- Group Creative Director Dominick Baccollo
- Group Creative Director Dan Kim
- Creative Director Annie Elliott
- Chief Production Officer Nathy Aviram
- Executive Producer Chance Bassett
- Executive Music Producer Eric Johnson
- Music Producer Dan Gross
- Head of Production Matt Sanders / (Head of Production)
- DP Sean Porter
- Edit Company Mackcut
- Editor Gavin Cutler
- Executive Producer Gina Pagano
- Sound Designer/Audio Mixer Sam Shaffer
- Colorist Alex Bickel
- Executive Producer Charlotte Woodhead
- Producer Lisa Ruffler
- Production Designer Happy Massee
McCann New York turned to the experts, enlisting a handful of Hollywood elites to create the trailer, including internationally awarded director James Gray, known for Ad Astra and The Lost City of Z, and award-winning colorist Alex Bickel of Moonlight, Lady Bird, and If Beale Street Could Talk.
Igniting New Yorkers' love of cinema, the campaign is filled with movie trailer tropes, including its tagline: Now playing in a store near you. The narrative launching with the trailer will also continue on the New York Lottery’s social channels, where they’ll periodically drop clues for New Yorkers to solve the ‘Mystery of the Missing Ticket’ throughout the campaign’s run.
