Campaign made for the New York Lottery in which the theme was “You give a better rich” spending money intelligently. These frames portray real life stories from previous lottery winners, who became millionaires and spent a lot of money on really useless things like paying a million dollars for a ancient egypt stuffed bat, take expensive wine bath, pay a fortune for an instructor to teach whisper to a pet iguana.

We developed the concepts creating the style and composition of the elements that represent each subject, later illustrated in 3D. Our challenge was to assemble the frames so that the client could make adjustments in the formats. We create “modules” that can be embedded in different ways, allowing the completion of various formats that were broadcast this huge campaign.

Client: New York Lottery

Agency: McCANN – New York/ USA