Top Secret
CHALLENGE
How do we build anticipation and excitement for Black Titanium, the first all black scratch off in North Carolina Education Lottery history?
SOLUTION
We treated it as if it were a powerful new force waiting for the right time to be unleashed.
EXECUTION
Black Titanium is so powerful it’s been kept under constant surveillance hidden deep inside the lair of an evil spy, waiting for his moment for world domination. His assistant must first pass through a series of secure entries to reach the ticket, when his quest comes to a surprising climax. This video was the first time the agency had utilized this amount of VFX in post-production.
:30 without VFX
Social Match Game
In addition to our TV release, we've also designed an engaging social game that allows our fans to step into the role of the assistant. In this game, players are challenged to gain access to three secure doors by matching different opulent items and textures. Each level presents increasing complexity with more matches required. Successfully completing the game earns players the chance to win a pack of Black Titanium scratch-offs. This particular game saw an overwhelming response, with over 30,000 participants successfully completing the challenges and entering our contest.
MY ROLE:
I stepped in after the TV script was approved to help create and blow out the art direction, execution, VFX, and edit/color/etc. I also stood in for the Group Creative Director who was out of office during the entire post-production process managing multiple rounds of presentation and feedback with the client and giving updated direction to all parties involved.
Agency: Cactus
Teammates: Abby Cotter, CW