To celebrate 50 years, Michigan Lottery debuted the $300,000,000 Diamond Riches Instant Game. With an early July launch, our Buenos Aires team smartly executed two spots in the project's swift 10 day timeline, for the Great Lakes State's "richest ticket ever."

Our campaign is akin to a high-end product reveal or luxury beauty campaign. Sleek and cinematic 3D animations add glossiness and reflection to ticket; we treated the ticket like a perfume or another object of beauty. Graceful camera moves with cinematic lighting add to the excitement, communicating a feeling of epic proportions, much like the big wins possible.