MPC adds colossal VFX to the latest National Lottery campaign from Adam & Eve/DDB
Inspired by The National Lottery’s £30m weekly donations to good causes, the ad begins as a man plays the lottery on his phone, prompting narrator Dermot O’Leary to declare: “when we all play The National Lottery a little, fun stuff happens.” Bob Dorough’s Three Is The Magic Number begins to play as the ad’s protagonist embarks on a series of outlandish adventures, from fighting in a viking-inspired battle to playing percussion on a dinosaur’s ribcage. It ends as he flies into the sunset.
The advert was directed by Gary Freedman with VFX, post production and grade by MPC.
A key elements of the project was the epic construction of a full CG Natural History Museum. Fabian Frank, who led the CG team at MPC said:
“To rebuild the intricate features of the Natural History Museum we created a detailed scan before the construction site went up. We had to pay attention to the smallest details to capture the iconic characteristics – from small ornaments to complex sculptures”.
The campaign will run across TV, Radio, Digital and OOH, with several primetime television slots scheduled.