Date: Aug 2017
Your Vote
Overall Rating
Opps, please vote again
8 votes

The California Lottery is using a luxurious dream sequence to promote its new California Black Premium Scratchers Series. Created by agency of record David&Goliath, the new work combines the dream of winning $5m and the product’s color: black.

The dream in the 75-second spot that kicks off the campaign, ‘Dreams Start in the Black’, is one where a woman is first transported to darkness, then scratches off the paint of a black wall to uncover a magical world filled with the items people dream of owning when they win the lottery – a dream yacht, a dream home and a dream car. We watch her dream journey unfold while the track, “Shortline,” plays by singer/songwriter, RY X.

To bring the surreal dream world to life, D&G worked with Oscar-winning cinematographer Claudio Miranda (Life of Pi), and director, Rich Lee.


Agency: David&Goliath, LA

Founder & Chairman: David Angelo

Chief Creative Officer: Bobby Pearce

Creative Director: Greg Buri

Creative Director: Raul Garcia

Copywriter: Will Danilow

Art Director: Shaun Wright

Social Assets:

Sr. Copywriter: Nick Micale

Sr. Interactive Art Director: Matt Koulermos

Group Planning Director: Kristen Knape

Planner: Chris Kwak

Managing Director of Broadcast Production: Paul Albanese

Executive Producer: Curt O’Brien

Senior Broadcast Producer: Juliet Diamond

Director of Business Affairs: Rodney Pizarro

Business Affairs Manager: Camara Price

Associate Business Affairs Manager: Travis Kohler

Group Account Director: Stacia Parseghian

Account Director: Janet Wang

Account Supervisor: Erika Rosenwinkel

Account Coordinator: Alex Petosa

Project Manager: Mike Antonellis

Director of Digital Production: Peter Bassett

Senior Interactive Producer: Noah Luger

Director of Print Services: Meredith Walsh

Senior Art Producer: Andrea Rosenfeld

Production Company: Native Content

Director: Rich Lee

Director of Photography (TV): Claudio Miranda

Director of Photography (Digital Videos):

Managing Director/Executive Producers: Tomer DeVito and Ned Brown

Line Producer: Michael Angelos

Sales Representative: Kevin Batten

Head of Production: Sean Blair

Production Supervisor: Ben Oswald

Art Director: Brandon Mendez

Digital Production Company: Picnic

Editorial House: Spinach

Editor: Shane Reid (from Exile)

Assistant Editor: Cutler Gray

Producer: Jonathan Carpio

Telecine: Sean Coleman

Colorist: Company 3

Online & VFX: Jamm

Lead Flame Artist: Brian Hajek

CG Artist: Zachary DiMaria

Producer: Ashley Greyson

Executive Producer: Asher Edwards

Music: Ry X

Mix House: Lime Studios

Sound Mixer/Engineer: Mark Meyuhas