V Squared Labs in collaboration with David&Goliath brought Lady Luck to life by creating the first ever real-time, augmented reality experience for the launch of the million dollar California Black Exclusive Scratchers® tickets and the “Luck Will Find You” Campaign. Up until now the California Lottery’s Lady Luck character had only existed as a mysterious, supernatural woman finding lucky Californians in TV spots.
Using a mix of live TV production and augmented reality, the mysterious, figment of luck magically appeared on a massive LED screen at L.A. Live, interacting with a feed of the unsuspecting bystanders in the plaza below. In order to make the experience as seamless as possible, entertainment and visual effects company V Squared Labs created a custom software platform to react to real-‐time interactions and mishaps.
This level of interactive technology has never been done before. Not only was the actress portraying “Lady Luck” on a green screen, engaging with the crowd in real time, but the ante was upped by having set times to go live and nail the performance before the next advertisement went on. Similar to the way a live TV production is shot, after each performance the scene was reset and the crew waited for the next commercial break to go live again.
Deliverables: Creative Direction, Production Services, 3d Animation, Content Creation, Real-Time Programming, System Programming, On-Site Delivery
LADY LUCK LIVE
Augmented Reality Stunt
CA State Lottery
Client: David&Goliath Marketing Agency
DNG Chief Creative Officer: David Angelo
DNG Executive Creative Director: Collin Jeffery
DNG Creative Director: Eron Broughton
DNG Art Director: Shaun Wright
DNG Copywriter: Peter Hughes
VSL Creative Director: Vello Virkhaus
VSL Producer: Chris Kraft
VSL Production Manager: Andi Perez
VSL Director of Photography: Troy Smith
VSL Lead VFX Programmer: Keith Lostracco
VSL VFX Programmers: Peter Sistrom, Max Chang, Evan Pierre
VSL Lead Animator: John Frederico
VSL Architectural Designer: Amanda Hamilton
VSL Stage Manager: Zora Wolter
VSL Prop Master: Arturo Perez
VSL PA: Chris Kimball
VSL Intern: Marisa Perkins
Prop Box Fabrication and Mechanics: Stefano Novelli
Clover Mat Printing: George Collins, Collins Visual Media
©2014 Produced by V Squared Labs Inc.