new York lottery
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.
Directed by Yves Geleyn from Hornet
SOCIAL EXTENSION
To grow excitement on social we tapped into New York State’s pride by creating a sweepstakes that let 5 lucky winners have photos they had taken of in NY drawn by the same artist that did the tickets resulting in the
most submissions of any sweepstakes NYL had done.
