North Carolina Education Lottery
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!
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.
Director: Paul Briganti | Art Director: Me | Copywriter: Nelle Thomas | CD: Javier Molinos | Producers: Matt Joyner & Jason Haymond
the end frame we loved but didn't make the cut: