The Best Work You May Never See: California Lottery's "Moments"


Robert Goldrich


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This spot is part of a campaign promoting the California Lucky Life Scratchers--a ticket that approaches the lottery prize structure a bit differently. Rather than one lump sum, CA Lucky Life winners receive $5000 every week for 25 years. David&Goliath continues to take a different approach to state lottery advertising, focusing on the heightened life experiences achieved through the California Lottery (as opposed to showcasing the flashy opulence of winning a jackpot.)

Research shows that most consumers don’t want the red-carpet lifestyle--rather the ability to fulfill more meaningful dreams and goals for themselves, and even for others. For a CA Lucky Life winner, every ordinary week suddenly has the potential to be extraordinary.

Directed by Jonathan Hyde of Station Film for agency David & Goliath, the TV spot titled “Moments” shows 13 weeks through the eyes of a winner as he indulges in learning a new language, reeling in a big fish, practicing the cello, camping under the stars, volunteering and spending more time with an elderly relative  he loves. Each vignette gives the audience a glimpse into the experiences waiting to be had with the ticket winner’s new, weekly fortune.

The campaign will also be brought to life on the Lottery’s Facebook page, where fans can share what they would do with $5,000 in a week. The most creative submissions will be chosen and featured in digital transit shelters around Northern California in May. LA residents will also see the campaign brought to life through a live, outdoor experience in the coming weeks.


Client California Lottery Agency David & Goliath David Angelo, chief creative officer; Colin Jeffery, executive creative director/managing partner; Mark Monteiro, creative director/copywriter John Davis, creative director/art director; Greg Buri, associate creative director/copywriter; Basil Cowieson, associate creative director/art director; Carol Lombard, managing director of broadcast production; Karen Jean, sr. broadcast producer; Kristen Knape, strategic planning director; Josh Crick, digital director; Robert Boucher, director of digital delivery and technology; Erica Tremblay, digital producer; Ardon Hall, developer. Production Station Film Jonathan Hyde, director/DP; Stephen Orent, managing partner; Caroline Gibney, Michael Di Girolamo, partners/exec producers; Angela Jones, line producer. Editorial Spinach Shane Reid, editor (courtesy of Whitehouse Post); Ryan MacDougall, assistant editor; Jonathan Carpio, post producer (Spinach). Post Company 3 Sean Coleman, colorist; Matt Moran, color correction producer. Online/Compositing Eight VFX Philip Ineno, VFX supervisor/Flame artist; Shira Boardman, Baptiste Andrieux, exec producers; Michael Shore, online producer. Music “Svalkar Vinden” Den Svenska Björnstammen, artist/performer. Album: Ett Fel Näemare Rätt  Goldenbest Records (label) Sound Design Hum Music & Sound Dan Hart, sound designer. Audio Margarita Mix Santa Monica Nathan Dubin, mixer.

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