CREATIVE APPROACH

Photo by Jordan Rodericks | Mural by El Kamino

A NEW WAY TO PLAY

“New Way to Play” is more than a catchy phrase. It’s an invitation to a different way of thinking; a new world emerging from the classic scratcher game to cross the barrier into the digital age. How can you reinvent a classic? How do you pass from the physicality of a paper ticket to the clean, rigid glass of a smartphone?

Our approach is to see the phone’s touch surface not as an obstacle, but as a gateway to different possibilities; a window where the old and the new will merge to offer the customer a unique experience. Opening on beautifully rendered shots of smartphones in a clean, bright environment, reminiscent of a modern commercial, the tone will quickly change as our expectations are shattered along with the glass of the phone screen and we begin to reveal the glittery world of mobile lottery gaming. 


1. THE RUSE

The spot begins in a brightly lit environment where we introduce beauty shots of a slick, modern phone. We see gorgeous details — glossy color surfaces, brilliant chrome, reflective glass. In multiple shots tightly edited to the pace of the music track, the phone floats, rotates and moves through the limbo environment, revealing its beautiful design and cutting edge features. The mood is soothing, approachable and familiar. The viewer is certain that they’re watching another commercial for the latest in smartphone tech and design.

BRAINSTORMS

Easter Eggs
On the back of the phone we glimpse an unfamiliar logotype. A subtle, elegant etching of the word “Loterie” (French), or another translation of the word “lottery” is on the back of the phone. Or it could be could be some other very subtle reference to the lottery; a word, a symbol — but visually it’s just a difference in surface sheen. If you blink you might miss it.

The lock screen could also drop subtle hints for the most observant viewers. Maybe the time and day of the week references the Virginia Lottery’s most popular weekly drawing. The date on the screen could also be of historic significance. The wallpaper image could somehow be derived from the V logo mark, possibly using extreme perspective on a 3D version of the logo to create an artistic background that all but completely disguises it

For the sake of variety, visual interest and consistency with modern phone commercials, we could consider featuring multiple phones, possibly in different colors and finishes in this segment. It may even be interesting (and provide another subtle hint) to have multiple colored phones fan out like you may see scratcher tickets fanned out in Lottery advertising.


2. THE SWITCH

The phone continues to move and rotate in the limbo environment. As it performs an expected maneuver, rotating from a view of the phone’s back to reveal it’s glass front, the viewer is presented with something unexpected. A shiny silver quarter also rotates into view, directly in front of the camera. Perspective is exaggerated — the quarter is large in frame, creating a dramatic and somewhat jarring moment and catching the viewer off guard. We pause for a beat at this surprise appearance.  

BRAINSTORMS

Perhaps the quarter begins blurred but then is quickly racked into focus, slightly delaying the reveal of the unexpected addition to the scene.

Maybe we hear a metallic ring as a glint of light highlights the coin’s edge.

Easter Eggs
The date on the coin is the year the Virginia Lottery launched.
The quarter could be a state quarter featuring Virginia.






3. THE DISRUPTION

The quarter purposefully launches itself towards the cell phone screen. We cut to a different angle to see the quarter make contact with the glass surface of the phone. Through a variety of cuts, focal lengths and speed ramps, we see the main event unfold. The quarter slides along the phone’s glass and begins to scratch the surface of the screen. The more it scratches, the more the glass is fractured and demolished. Fragments of glass and gold dust fly off in different directions. Time slows down as larger chunks of glass pass by the camera. Framing and speed continues to vary as the quarter continues to carve it’s path through the screen layers — the viewer watches as the phone is beautifully destroyed. We get glimpses of the dark, glossy stylized phone circuitry and components that lie beneath the glass and LED screen. Light occasionally pulses and travels through the circuitry.

The camera finally cuts to a wide shot as the quarter’s job is complete. Looking at the phone’s screen, the shape of the shattered trench clearly resembles the scratch patterns in a traditional Lottery scratcher. As we get a clearer view of the phone’s dark circuitry, light flickers and pulses again to quickly reveal the Virginia Lottery V logo mark etched in glowing green light. It reveals from bottom to top and disappears almost as quickly as it appears. 

BRAINSTORMS

As larger shards of glass fly toward camera, maybe we see reflections of some mobile lottery games represented in the glass. Or maybe it’s reflections of traditional scratcher games, as a nod to the past.

The gold (or sliver) dust is intended to hint at the scratcher dust from paper tickets. It would be stylized to bring more beauty to the scenes. We could cut to extreme closeup/macro shots of the glass fragments and larger dust particles to reveal that the particles are actually gold pieces shaped like elements that you’d expect to see in the artwork of traditional scratcher games — gold dice, money bags, bank vaults, piggy banks, horseshoes, four leaf clovers and jewels may be included.

As an option to seeing the phones circuitry and components under the scratched surface, we could just scratch down to the LED layer. But within the path of demolished glass, the LED malfunctions, creating bright glitch patterns that bring a dynamic and colorful element to the scenes.


4. THE REVERSAL

Glittering glass shards and gold dust change direction to start rebuilding the phone. Quick cuts of various focal lengths and details, along with the reversed action creates a clear sense that we’re rewinding the dramatic and spectacular series of events the viewer just witnessed.

The camera pulls back to reveal a fully formed phone. Lingering gold dust permeates the air and we see the VA Lottery MobilePlay app menu on the phone’s perfectly reassembled screen. Camera cuts wider to include logo and tag.


BUT WHAT ABOUT THE QUARTER?

We think that because the quarter played a leading role in the spot and was introduced so dramatically, it stands to reason that it wouldn’t just disappear suddenly. 

Perhaps it flies past the camera, becoming very large in frame and ultimately revealing the wide shot of the destroyed phone — as if to say, “My work here is done.” 

Maybe for the final/tag shot, we cut wide to reveal the phone sitting on a reflective surface and the quarter falls, bounces and the settles in a cloud of gold dust, as a reminder of how we got here in the first place.