Iowa Lottery — "Undercover Kyle" feat. Kyle Larson
Client: Iowa Lottery · Agency: Strategic America
Filmed in LE KANSAS CITY, MO
Overview
The Iowa Lottery launched a scratch game with prizes that included the chance to hang out with NASCAR star Kyle Larson. Strategic America put the spot out to bid, and Luminary's background made it a natural fit: years of creating for the Iowa Lottery, years of filming NASCAR promotional spots at Iowa Speedway for national use, and experience directing athlete talent on spots like Dunkin' × Justin Fields.
The Challenge
Three things made this one interesting. First, Kyle is a professional athlete, not an actor. He's well spoken and camera-comfortable, fresh off a high-profile Netflix docuseries, but comedy lives and dies on timing. Second, the clerk's beats had to do a lot at once: deliver the game messaging, notice Kyle, and build a slow-burn recognition. Third, the location. We shot in Kansas City to fit Kyle's race schedule, inside a working gas station that stayed open the whole time, with regular customers coming through — many of whom recognized him.
The Idea
Kyle's competitive streak won't let him pass up a scratch game, even when the prize is hanging out with Kyle Larson. So he goes undercover: wig, glasses, jean jacket, playing it cool. The clerk can't shake the feeling he looks familiar, especially standing next to a life-size cardboard cutout of Kyle in his firesuit. The button lands it: as Kyle heads out, the clerk offers a deadpan "Nice car," a NASCAR engine roars to life like it's on the starting line, and the whole frame shakes.
The Craft
The comedy is built from small beats: the clerk's double-take, the cutout in the background, the turn from "he looks a little familiar" to "wait — is that Kyle Larson?" On set, that meant giving the actors time and space to find the rhythm while choreographing around customers so the store could keep doing business. In post, Jacob cut for timing and built the ending's sound treatment, layering the engine fire-up with an authentic camera shake to sell it. Jacob directed, shot, and edited the spot, and handled its sound effects.
Working with the team
Strategic America and the Iowa Lottery have been Luminary clients since the day we opened our doors. Moving the shoot to Kansas City to accommodate Kyle's schedule was an easy yes, and our Kansas City crew made it seamless. Kyle himself was great to work with, game for the comedy and generous with the customers who stopped to say hello.
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The comedic beats landed the way we hoped, with Kyle fully in on the joke.
The partnership keeps going: Strategic America and the Iowa Lottery have brought Luminary back for another lottery commercial.
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Directed, shot, and edited, with sound effects treatment, 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.
LET’S WORK TOGETHER
Working with an athlete who needs to be funny on cue? Let's make them dream with their eyes open.
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