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

Radio
00:00 / 01:00
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cash fairy  application
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expectation

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the end frame we loved but didn't make the cut:

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reality

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