In the latest take on New York Lottery’s “How Would You Spend It?” campaign from McCann New York, “Small Town” builds off of the original concept of showing how one New Yorker would spend his time if he won Cash4Life’s top prize of $1,000 a week for life.

Directed by Noam Murro of Biscuit Filmworks, “Small Town” features actual miniature buildings and props to tell the story of how one lucky winner uses his newly afforded time to revisit a childhood hobby.

The spot will be featured across New York State broadcast TV, as well as in cinemas and social media.

Credits

Client New York Lottery Agency McCann New York Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, chief creative officers, NY; Mat Bisher, Dan Donovan, executive creative directors; Jason Ashlock, Dominick Baccollo, creative directors; Johan Leandersson, sr. art director; Andy Sciamanna, sr. copywriter; Nathy Aviram, chief production officer; Chance Bassett, VP, sr. producer; Eric David Johnson, SVP, executive music producer; Dan Gross, music producer; Courtney Snead, project manager; Laura Frank, VP, strategy director. Production Biscuit Filmworks Noam Murro, director; Jeff McDougall, exec producer; Charlotte Woodhead, producer. Editorial Work Editorial Neil Smith, editor; Theo Mercado, assistant editor; Erica Thompson, exec producer; Christopher Delarenal, producer. VFX/Animation MPC NY Camila De Biaggi, managing director; Elissa Norman, sr. producer; Alvin Cruz, creative director/VFX supervisor; Marcus Wood, 2D/3D lead; Renato Carone, Michael Glen, Steinar Nedrebø, Amit Shukla, Manu PS, Joslin Job Mathew, Sriram P, Suhas Bjat, R Vignesh, Priyanka Day, 2D team; Suhas Bhat, Sindhuja B, Sravan Kumar, Sreenivasa Aditya Yanamalachintala, Elangovan Ganeshan, 3D team (Toolbox: Flame, Nuke, Maya)  Telecine Company 3 Tom Poole, colorist. Music Future Perfect Victor Magro, composer; John Connolly, producer. Audio Mix Heard City Phil Loeb, mixer.

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