I love this commercial on two levels.

As a concept, it’s utterly brilliant. I’ve shot lottery commercials for Georgia, Pennsylvania, and New York –– and have bid on lottery commercials for a bunch of other states –– and this concept takes a completely different tack from anything I’d been asked to be involved in.

As an execution, it’s perfect. No, the film isn’t pretty. The camera work isn’t smooth. The compositions aren’t striking. But it’s meant to look like a documentary and it does that flawlessly.