Whodunnit
To announce the launch of New York Lottery’s movie-themed ticket, $1,000,000 Premiere, we shot a convincing mystery-genre trailer where a winning ticket goes missing that would get New Yorkers asking, “soooooo, whodunnit?” Our director James Gray (Ad Astra, Lost City of Z) brilliantly packs in familiar trailer tropes to pull off this beautiful 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.