Case Study | Atlantic Lottery Social Purpose

SOCIAL PURPOSE

ATLANTIC LOTTERY

That’s Game Changing!

• Storyboarding • Art Direction • Colour Boards • Animatics • Character Design • 3D Modelling • 3D Character Animation • Visual FX & Compositing • Sound Design • Audio Mixing • Broadcast Delivery

When our friends at Arrivals + Departures approached us to create a new campaign for Atlantic Lottery, we knew it had the potential to be something special. The goal was to share Atlantic Lottery’s social purpose, showing how it gives back to communities in a way that felt fresh, authentic, and unmistakably Atlantic Canadian.

The inspiration came from Atlantic Canadian folk art, full of charm, texture, and personality. We wanted the world and characters to feel handcrafted, complete with the grain, brush strokes, and carved imperfections you’d find in real folk pieces.

At the outset we explored two creative paths: traditional stop-motion animation, with the warmth and tactile charm of Wallace & Gromit, or 3D animation designed to look like stop-motion. After weighing the possibilities, 3D became the right choice. It allowed us to bring the tactile, handmade feel of folk art to life while providing flexibility to extend the campaign into print, digital, installations around the office, and even potential action figures.

From there, we built out the foundation of the campaign. Storyboards were developed using folk motifs and evolved into color boards and character designs that established the tone and style early in the process. These designs became the blueprint for everything that followed. The characters were carefully modeled and textured in 3D space to feel like carved figures, with every detail considered, from brushwork to woodgrain. The environments were also fully constructed in 3D, designed to feel tactile and lived-in, giving the animation depth and authenticity while allowing the camera to move freely through the world.

Using 3D also brought significant workflow advantages. It allowed for consistent character and environment design across multiple deliverables and made it easier to repurpose assets for other brand touchpoints, from digital content to physical installations and merchandise.

The final campaign became a vibrant, textured slice of Atlantic Canada. It is a heartfelt piece that celebrates both Atlantic Lottery’s impact and the spirit of the region. Rooted in tradition but reimagined through modern craft, it stands as a love letter to the communities it represents and to the creativity that thrives here.