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LilXThaPlug

How PrizePicks Shrank BigXThaPlug to Six Inches

Big Picks, Small Hero

Colormatics, a creative studio for sports and culture, created LilXThaPlug for PrizePicks, a daily fantasy sports app, by shrinking rapper BigXThaPlug to six inches tall. The 2025 campaign ran on national TV and paid social. One two-day Dallas shoot produced two hero commercials and 10+ alternate scripts, and LilXThaPlug became PrizePicks' best-converting social content.

LilXThaPlug, a six-inch BigXThaPlug with arms crossed, stands beside a giant phone showing a winning PrizePicks 6-Pick Power Play lineup, from the Colormatics campaign.
LilXThaPlug, a six-inch BigXThaPlug in a black denim jacket and white tee, stands on a display pedestal next to a sneaker twice his size, beside a diamond “Lil X Tha Plug” chain pendant, in the PrizePicks commercial by Colormatics.
LilXThaPlug, a six-inch BigXThaPlug in a black denim jacket and white tee, stands on a display pedestal next to a sneaker twice his size, beside a diamond “Lil X Tha Plug” chain pendant, in the PrizePicks commercial by Colormatics.

Out for the Season

PrizePicks TV Spot, 'Out for the Season' Featuring BigXthaPlug

LilXThaPlug, a six-inch BigXThaPlug in a gray suit, stands on top of an office cubicle wall beside a diamond “Lil X Tha Plug” chain pendant, in the PrizePicks commercial by Colormatics.

Run the Numbers

PrizePicks TV Spot, 'Run the Numbers' Featuring BigXthaPlug

At a glance

  • Client: PrizePicks
  • Industry: Daily fantasy sports
  • Campaign: LilXThaPlug, "Big Picks, Small Hero" (2025)
  • Talent: BigXThaPlug
  • What Colormatics did: Concept, scripts, direction, production, VFX and post
  • Deliverables: Two hero TV spots ("Latest Drop" and "Run the Numbers") in :30 and :15, 10+ alternate scripts, social cutdowns, behind-the-scenes content
  • Where it ran: National TV and paid social
  • Timeline: About ten weeks from brainstorm to production, with two shoot days in Dallas, Texas

All of it came from one two-day shoot: two hero spots and 10+ alternate scripts, enough to recut for football, basketball and whatever came next without a second shoot.

What did PrizePicks need?

PrizePicks needed a BigXThaPlug campaign that could carry a full season, and it already knew which idea it wanted. Colormatics first pitched LilXThaPlug in 2024. A year later, PrizePicks came back for it. By then Colormatics had filmed with BigXThaPlug twice, so the team knew his voice and his timing. The brief was bigger than one commercial. The work had to launch sports-agnostic, then flex toward football, basketball or whatever came next, without calling the talent back for a second shoot. Two spots wouldn't cover a season. PrizePicks needed a library.

What was the idea?

Take the biggest guy in the room and make him six inches tall. The Colormatics creative team had no shortage of ideas, but sometimes the simplest one is the best one. BigXThaPlug is one of music's biggest personalities, physically and culturally. Shrink him and you get LilXThaPlug, a pocket-sized hero with full-sized picks. The joke works because it's rooted in who he actually is. A generic celebrity-holds-phone setup could feature anyone. LilXThaPlug could only be BigXThaPlug.

  • 100M

    Views

  • 250K+

    Comments

  • 7.5%

    Brand Lift

"We love working with Colormatics because it's always a proper collaboration."

-Shawn RinkenbaughExecutive Creative Director, PrizePicks

Questions about this project

Questions about this project

Colormatics took the PrizePicks LilXThaPlug campaign from first brainstorm to production in roughly ten weeks. The shoot itself ran two days in Dallas, Texas, and covered both hero spots, more than ten alternate scripts and a full slate of social cutdowns.