The New York Lottery has always been in service of benefiting New York public schools. To do this, we ensure that playership is strong for every game launched. Given this, we set overarching objectives of increasing frequency of play among core players (goal: 30%) as well as bringing new players in (goal: 3%). In January, New York Lottery launched their Xtreme Multiplier series of Scratch-Off Games. With each new ticket that dropped, the top prize multiplied, ranging from $5,000 to $5,000,000.

Our brief tapped into the mindset of our New York audience: The Maximizers. While they

typically maximize everything in their life, the new year brings a period of minimalism - less

travel, less outings, less indulgences - that feel like restrictions. With NYL’s Xtreme Multiplier

series Maximizers can imagine more because cash wins can multiply to even more cash and

top prizes grow more with each ticket drop.

For this spot it was key to search for interesting faces that could help enhance the absurd comedy of the concept. Expressive features, but subtle in performance – to make the humor funnier and the stories more relatable. For the director it was important that our many-armed Scratch-Off hero strike the viewer as a regular fellow – but one who should feel and look like the type of guy who has maybe had some bad ideas before. The actor needed to convey the energy of your next-door neighbor, but with the conviction of someone who believes in their heart that they have conceived a truly life-altering invention.