VML and WA lottery help players dream big with AI

Here’s a really interesting campaign that showcases the power of AI and human collaboration …

Lottery advertising, which often indulges in winner fantasies, is a prime case study for using generative AI in the creative work—as seen in a new campaign for Washington’s Lottery.

The campaign, created by WPP agency VML Seattle in partnership with AI-focused production studio Secret Level, uses generative AI across multiple outputs.

A TV spot and accompanying social videos use AI to place the actors playing lottery winners in exotic destinations, doing wild activities. An additional mobile experience at testdriveawin.comextends the experience to the user. You upload a photo of yourself, and it spits out images of you doing crazy things around the world.

“Transporting our audience to bucket-list destinations with the simple throw of a dart is something we have wanted to do for a decade,” Todd Derksen, group creative director at VML Seattle, told Ad Age.

The imagery is quite surreal throughout, as we’ve come to expect from generative AI. (Secret Level used a mix of subscription-based AI tools and custom and open-API tools to create the visuals.) Derksen said this surreal quality was welcome for this particular work.

Full story at AdAge.