Iowa Lottery × Mike Wolfe
Client: Iowa Lottery · Agency: Strategic America
Overview
The Iowa Lottery launched a scratch game built around Mike Wolfe of American Pickers — a rare, first-of-its-kind ticket centered on a single personality [Jacob to confirm "first" claim]. Strategic America brought Luminary in to direct the spot, and we took it straight to the source: Mike's own Antique Archaeology store in LeClaire, Iowa.
The Challenge
Make a lottery spot feel as authentic as the man at its center. Mike's time was limited by his Pickers schedule, and the spot needed to celebrate his personal brand — not simply borrow the TV show's. And the ticket's details and messaging still had to land clearly without breaking the world we built.
The Idea
Mike Wolfe, in his element. Rather than turn him into a spokesperson, we let him be the original American Picker in his own shop, surrounded by the real finds that made his name. The spot feels like an episode of Pickers — elevated and cinematic.
The Craft
The shop was the production design: a vintage motorcycle, classic cars, and ornate objects pulled straight from Mike's own inventory. A jib and dolly carried the camera through the space, while haze and big lights pushed through the windows gave it a rustic, vintage atmosphere. The standout solution was how we handled the information: instead of 2D graphics layered over the picture, we built the ticket's messaging into the set itself as printed, rustic signs and props. It kept the world intact — and became a technique Jacob has carried into later spots. Jacob directed, DP'd, edited, and composed the original score.
Working with the team
Strategic America has been a Luminary client since the day we opened our doors, and that relationship continues today. Working inside Mike's store, around his schedule, took a nimble crew and a clear plan — and Mike's willingness to simply be himself on camera.
Our Services
Working with a personality whose authenticity is the whole point? Let's make them dream with their eyes open.
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The spot remains a favorite years later: a recently retired Iowa Lottery staffer told Jacob it's still the commercial they love most.
Strategic America and the Iowa Lottery continue to partner with Luminary on new work.
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Directed, shot, edited, with original score by Jacob Moyer. Brought to life with our trusted team of craftspeople — art direction, wardrobe, hair and makeup, food styling, lighting, and grip — who help us build every project alongside our clients.
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