IL Lottery - Director's Cut

This project was special.

The time is mid-stay at home order, April 2020. I hadn't worked in about 8 weeks, and in freelance terms, that's like 3 years, not to mention there was really no hope in sight. In the middle of a deep dive into Disney+, out of the blue, I get a text from a friend, Jacob McKee saying howdy, what's yer DP email address.

The next day I was told that a commercial concept was fabricated out of a meeting at an ad agency involving a stay-at-home dad, his son, and his wife who has to separate from them due to COVID. He needed someone to be able to direct, shoot, and be in this commercial along with his family. This was no small feat. But 3 days later, in historic and record-breaking time, the job was awarded and there was a pile of production gear sitting on my doorstep. Literally.

I had 5 days to shoot this commercial that was birthed out of thin air that happened to line up pretty close to our actual reality. In miraculous form, we made it out of that production alive, still married, and our son slept through the entire hotel filming scene in the bed that you can't see.

At the end of it all, although this wasn't our exact reality, it was and is for so many. A huge amount of respect and prayer goes out to the families that have been impacted by COVID-19 and the nurses, doctors, and essential workers who have kept us safe during this time.

Here is the director's cut.

Produced: Minimal.TV
Agency: OKRP
Client: IL Lottery
Music: 'Stay' - Chad Lawson
Color: Jacob McKee

4As - https://www.aaaa.org/the-illinois-lottery-salutes-the-meaning-of-winning-in-powerful-spot/

Adweek - https://www.adweek.com/agencyspy/monday-stir-12/164900/

Little Black Book - https://www.lbbonline.com/news/caring-is-winning-in-powerful-illinois-lottery-spot

Shoot Online - https://www.shootonline.com/video/best-work-you-may-never-see-director-simon-reinert-gets-personal-pandemic-spot-illinois