Extreme Cash Multiplier

Extreme Cash is the NC Education Lottery’s first $25 ticket. The goal of this campaign was to successfully differentiate Extreme Cash from other available $20 or $30 scratch-offs based on its extreme number of cash prizes – 400,000 prizes from $75 to $1,000! 

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I concepted the idea for a Cash Fairy, helped with set design, costume design, and location scout, chose the director, and art directed the shoot. I also designed the social and digital for this campaign.