New York Series

Scratch-off tickets are bold, colorful, overwhelming and specifically made to grab your attention. But when there are 20 different tickets all doing the same, the best way to stand out is to do the opposite. The tickets were hand drawn to craft every aspect and nuance creating easter eggs throughout for people who played one to admire. The film is a love letter to New York, in a time when we all needed a little reminder of how great it could be.

Social Extension

To grow excitement online about the New York Series, we tapped into New York State’s pride by creating a sweepstakes that let 5 lucky winners have their own photos drawn by Vi.