Kentucky Lottery’s 30th anniversary. Blow the door off the vault, and let gold bars keep falling and stacking for the length of the spot.

The bars had to land on each other for thirty seconds and still sound like money. The first pass came back like an aluminum bat hitting a baseball — bright, hollow, cheap. We dropped it an octave. Then again. It became a clank instead of a clink, and the difference was whether the prize felt heavy.

:30, entirely computer animated. Voice recorded and directed at Downtown Recording Studios.

Concept, script, VO direction, music and sound design: Steve Morgan.