Proximity Madrid commissioned Lamano Studio to create the hero image for their new campaign for La Primitiva, the world’s oldest established lottery.

The campaign revolves around two central characters “Mr. Eldestino” and his inseparable secretary. In each spot we see Mr Eldestino, in a quirk of fate, deciding who shall be the fortunate winner. The campaign illustrates that ‘Fate is Capricious, your destiny awaits”

Watch the film here