Va. Lottery: Everyday Wins

In order for the campaign to be cohesive, the stylistic tone needed to match the concept precisely. Not only the look and feel but the directorial approach. Having that “moment in time” visual matched with the lifestyle vignettes. The Production needed to be agile, utilizing equipment that was light and quick. As well as relying on devices, smart phones, gimbles, zoom apps and Ring cameras to capture that genuine emotion that comes with a personal daily win. The Director, Music and Production research was extensive. Va. Lottery required at least 5 bids and the majority of the budget needed to be paid out to Virginia vendors- that said, I never limit the options to local. I ensure the team has every possible choice to match the creative vision. Including the music- but Buddy Holly’s “Every Day” sound track was just a bit outside the budget.