Minnie & Max

Kentucky Lottery's Minnie & Max asked for three broadcast spots delivered out of a single production day. Three concepts, three setups, three full spots, one shoot. Most agencies plan a campaign like this across two or three shoot days. We planned for one.

The campaign hinges on a simple idea. A couple whose tastes run small and big in equal measure, paired with a lottery that has prizes to match both. Minnie wants the modest answer. Max wants the big one. Both win. The visual language had to land that joke across three setups without losing the through-line that tied them into a series.

We shot Louisville-based with a crew that knew each other. Setups were planned to share lighting where possible and minimize the relight between concepts. The camera package was efficient by design. Locations were scouted with the day's timing as the lens, not the other way around. Every department head went into prep knowing the math. Three spots, one day, no compromise on any of them.

The result was three broadcast spots that read like a campaign, not a budget exercise. Each one stands alone on air. Together they ladder as a series. That's the formula on a one-day shoot. Every choice in prep, scout, lighting, and crew has to pay back twice. The spots delivered for Kentucky Lottery. Directed by Cory Pampalone.