CLIENT: NY Lottery
AGENCY: McCann New York
DIRECTORS: Martin Jalfen / Alex Tysowsky
MUSIC: Human
COLOR: Color Collective

The New York Lottery and HGTV network, a Warner Bros. Discovery property, have teamed up for the first time ever to introduce HGTV’s My Lottery Dream Home Scratch-Off, a new game with a grand prize of $1,000,000, via a campaign that encourages New Yorkers to “find your dreams a home.”

Together with McCann New York, the New York Lottery launched the campaign with a story of a humble, aspirational little beaver to demonstrate how everyone has dream-home dreams.

The cinematic spot that takes audiences on a magical journey into our Beaver’s world, who scratches off a winner and makes his dream home a reality. Director Martin Jalfen of Reverse and Animation Director Alex Tysowsky and EP Roland Gauthier of Hinge VFX/Post conceived the richly immersive world where our mammal is brought to life.

Every little detail worked to make this story feel tangible and, above all, humanly relatable. As the state mammal of New York, the beaver’s desires represent every New Yorker’s hopes and dreams of upgrading their abode. This campaign will run from April 10th to June 4th across broadcast, social, OOH, print, and digital.

Hinge’s team loved bringing Steve to life and filling his cozy den full of tooth-carved items and easter eggs. We worked hand-in-hand with Martin Jalfen, his live action crew and the agency creative team to develop Steve R. Beaver’s journey to his new dream home. We began with character and set designs, storyboards, animatics, and the live action shoot; followed by CG full animation, lighting, fur and water simulation VFX; and finally, and compositing. Human composed the music track and Digital One provided sound design and final mix. Color Collective graded the spot.

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