California lottery — A LITTLE PLAY GOES A LONG WAY

As Creative Lead on the $295M California Lottery account, I helped transform a state-run brand into a cultural juggernaut, reaching new audiences, breaking sales and product launch records, and earning 35+ industry awards. From iconic Scratchers campaigns to emotional brand films, the work didn’t just move tickets. It moved people. We took California from the #4 to the #2 lottery in the country without ever losing the business, the audience, or the creative fire. Here are a few of my favorites. Believe it or not, there’s plenty more where these came from.

TRIPLE JACKPOT SCRATCHERS

TRIPLE THE FEELING

BLACK SCRACTHERS

DREAMS START IN THE BLACK

SUPER TICKET SCRATCHERS

THE BIGGEST SCRATCHERS TICKET EVER. LITERALLY. 

7 SERIES SCRATCHERS

THE SUMMER OF 7s

LUCKY LIFE SCRATCHERS

$5000 a week for 25 years. 

MONOPOLY SCRATCHERS

PLAY FOR REAL

HOT STREAK SCRATCHERS

GOING ON A HOT STREAK HAS NEVER BEEN EASIER. 

SET FOR LIFE SCRATCHERS

$20,000 A MONTH for 25 years straight

SUPERLOTTO PLUS

FROM SIX LUCKY PICKS TO SIR LUCKY PANTS

X THE MONEY SCRATCHERS

MULTIPLE THE EXCITEMENT WITH UP TO 100X THE WINNINGS