David&Goliath Puts On Live AR Experience for California Lottery

By Erik Oster 

David&Goliath wanted to do something a little different to promote the California Lottery’s California Black Exclusive Scratchers tickets as part of their “Luck Will Find You” campaign. So the El Segundo, CA-based agency teamed up with production company V Squared Labs to create the “first-ever real-time, augmented reality experience.”

Utilizing “a mix of live TV production and augmented reality,” David&Goliath and V Squared Labs brought Lady Luck to life on a massive LED screen at L.A. live on February 9th. Select bystanders were given the opportunity to dance and interact with Lady Luck in real time. Pulling off the augmented reality experience was made more difficult by having “set times to go live and nail the performance before the next advertisement went on,” combining some of the more difficult aspects of live television with those associated with creating a believable experience out of augmented reality technology. After each performance, the scene was reset and the crew went through the whole process all over again. It’s exhausting just thinking about it. In order to account for any mishaps, and to make the experience as seamless as possible, V Squared Labs “created a custom software platform to react to real-time interactions,” including any possible mishaps.


“It was all about creating a fun, engaging, interactive piece of entertainment,” says David Angelo, founder/CCO of David&Goliath, and it seems the agency was willing to pull out all the stops to make it happen. Check out the video above to see how the whole thing came together, and stick around for credits after the jump. Credits:


Founder, Chief Creative Officer: David Angelo

Executive Creative Director, Managing Partner: Colin Jeffery

Creative Director/Art Director: Eron Broughton

Art Director: Shaun Wright

Copywriter: Peter Hughes

Strategic Planning Director: Kristen Knape

Junior Account Planner: Jessica Watts

Managing Director of Broadcast Production: Carol Lombard

Executive Producer: Christopher Coleman

Director of Client Services, Managing Partner: Brian Dunbar

Account Director: Stacia Parseghian

Management Supervisor: Janet Wang

Account Executive: Lindsay Brown

Assistant Account Executive: Brea Talsness



Production Company: V SQUARED LABS

Creative Director: Vello Virkhaus

Producer: Chris Kraft

Production Manager: Andi Perez

Director of Photography: Troy Smith

Lead VFX Programmer: Keith Lostracco

VFX Programmer: Max Chang

VFX Programmer: Evan Pierre

VFX Programmer: Peter Sistrom

Animator: John Federico

Stage Manager: Zora Wolter

Prop Master: Arturo Perez

VSL Intern: Marisa Perkins

Additional Camera: Chris Kimbal



Director/Editor: Callum Hanlon

Camera: Peter Herron

Camera: Kristen Van Genderen

Camera: Thomas Price

Camera: Steve Ohl

DIT: John Leeson

PA: Ben Olson