Whodunnit
To launch New York Lottery’s movie-themed ticket, $1,000,000 Premiere, we created a mystery-style trailer about a missing winning ticket that left New Yorkers asking, “whodunnit?” Director James Gray (Ad Astra, Lost City of Z) layers in classic trailer tropes to deliver a convincing and beautifully executed ruse.
Director : James Gray
To keep New Yorkers digging deeper into the plot, we launched a true-crime podcast The Mystery of the Missing Ticket and invited everyone to guess whodunnit on social media. Within the first five days of the launch, the extension resulted in 96% positive sentiment and 3,263,798 total impressions.
CCO: Tom Murphy, Sean Bryan
ECD: Jason Ashlock, Dom Baccollo
GCD: Annie Elliott, Daniel Kim
ACD/CW: Kassandra Pollard, Angus Robertson
Producer: Chance Bassett
Music producers: Dan Gross, Jamie Jou