North Carolina Education Lottery
The North Carolina Education Lottery comes out with a new game every month- So, to create differentiating identities for each game, we concepted specific ways to showcase each one. Nelle Thomas and I were hybrid creative directors on these projects and controlled as many factors as we could. Covid caught us off guard on some of these productions but we always found a way to make it work.
I concepted the idea for a Cash Fairy, helped with set designs, costume designs, and location scout, chose the directors, and art directed the shoots. I also designed the social and digital for these campaigns.
Cash Fairy
Radio
Credits
Art Direction: Justine Thompson
Copywriter: Nelle Thomas
Creative Direction: Javier Molinos
Directors: Paul Briganti
Producers: Matt Joyner & Jason Haymond
the end frame we loved but didn't make the cut:
Expectation:
Reality:
Millionaire Maker
The new Millionaire Maker ticket from the North Carolina Education Lottery is completely unique with thirty $1,000,000 prizes. You’ve never been more likely to become a millionaire from a scratch-off ticket. Because of this, we wanted to help people envision their millionaire dream. The trick with this shoot was to show multiple kinds of millionaire with a less-than-millionaire budget. It involved getting very crafty. Covid was, of course, another major production concern. Luckily, we were able to cast a real life couple, allowing them to stay close to one another and show off their natural chemistry.
Radio
Credits
Art Direction: Justine Thompson
Copywriter: Nelle Thomas
Creative Direction: Jenn Barclay
Directors: Watts
Point of Sale Poster
What kind of millionaire are you? Social Quiz
Social Winner Announcements
