CALIFORNIA LOTTERY
As Creative Lead on the $295M California Lottery account for 5+ years, 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 the business needle. It moved people across diverse markets. We took California from the #4 to the #2 lottery in the country, and retained the account for an industry-record 12+ years without losing existing consumers, or the creative fire.
A few of my favs below.
TRIPLE JACKPOT SCRATCHERS, Triple The Feeling
BLACK SCRATCHERS, Dreams Start In The Black
SUPER TICKET SCRATCHERS, The Biggest Ticket. Ever
7 SERIES SCRATCHERS, The Summer of Sevens
(Directed by Greg Buri)
LUCKY LIFE SCRATCHERS, $5000 A Week For 25 Years Straight
MONOPOLY SCRATCHERS, Play For Real
HOT STREAK SCRATCHERS, Going On A Hot Streak
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 100x The Winnings
