• 8.28.12

    Love can mean a lot of things

    and sometimes playing with stacks of money isn't quite as luxurious as one might think. Craig Ward and the team behind New York State's lottery's ongoing "Yeah, That Kinda Rich" campaign got their hands dirty for this fun, two month long shoot.

    "The physicality of the money was far more prohibitive than I had expected when the brief came in," adds Ward. "Putting money into a half-inch stack changes the way it moves and reacts under pressure and tension. We need to create shapes that are natural to us--the curve of a g's tail, or the flow of an s, but to a stack of paper, these are very unnatural positions, and it was constantly fighting us, springing out of position before we got the shot, and forcing us to start over. Some letters required three members of the team to get involved."


    Agency: DDB New York
    Chief Creative Officer: Matt Eastwood
    Client:New York Lottery
    Executive Creative Director: Menno Kluin
    Group Creative Director: Rich Sharp
    Group Creative Director: Mike Sullivan
    Associate Creative Director: Colin Lapin
    Associate Creative Director: Tony Bartolucci
    Copywriter: Jeff Scardino
    Designer/Typographer: Craig Ward
    Designer/Typographer: Juan Carlos Pagan
    Photographer: Bill Wadman
    Assistant Designer: Niral Parekh
    Assistant Typographer: Rodrigo DeCastro
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