Recently, we were approached by our good friends at Arrival + Departures to help bring to life their vision for a new Atlantic Lottery Scratch N Win Campaign. Our job was to produce stills/prints that would extend the concept of the video component from another aspect of the campaign. We needed to tell the story that Scratch N Win can bring joy and fun to even the most mundane of moments, or even when you just have time to kill.
The overall concept was to create/build a stylized set that would lend itself to three separate scenarios. We needed this set to become a bus stop, an airport, and a home. After much discussion and planning, we set out to paint the back wall of the studio that identifiable ALC blue. After accomplishing this aspect, we moved forward laying 4 sheets of 4 x 8 plywood in the foreground, painted those to match the wall, and there we had it - our ALC set.
We ended up with a blue universe that was roughly 17 feet wide, 10 feet high, with an 8 foot foreground. Creating a clean, simple, minimalist set allowed us to dress each of the scenarios accordingly, moving efficiently through the shoot. We had just enough props to tell the story, but not enough to divert from the primary messaging.
To draw attention to our hero talent, we ensure they were dressed in colours that would pop against the blue, while secondary talent wore more natural colours. The hero talent, scratching their ticket, were directed to be excited and engaged, while the secondary talent were directed to just look natural. This draws the eye to our hero talent, without changing the desired messaging.
This was a big shoot, that took days to prep for, and called on many folks to make possible. We owe a huge thank to the incredible wardrobe stylists, make up artists, talent and art direction that made this all possible, and as successful as it was. Major shout outs to Full Spectrum Talent Agency for the talent they brought in, as well as their professionalism, and to Arrivals + Departures who were incredible to work with - as always.
This was one for the books - We hope you like the finished product.