ct lottery PRESENTS:
YOUR TICKET TO POSSIBLE

This brand campaign all began with a simple question: What is possible when you win?

The beauty of this question is that everyone gives a different answer. Seeing this as an opportunity, I spearheaded an ambitious team effort to capture three stories of different “possibles,” without ever showing what was purchased with lottery winnings. Was it the entire beach vacation paid for your friends, or just renting a paddleboard? Possible is unique to everyone and it’s all intertwined with the idea that experiences are what makes life worth living – and isn’t that the real ‘win?’

To emphasize a feeling of nostalgia and memory, Polaroid film photography and Super8 film footage were incorporated into the shooting process for an authentic feel. Digital activations drew inspiration from the soft haziness of these styles and used rounded edges to hearken back to film cells.

Work included developing campaign concepts, TV spot direction, point of sale design, digital media campaign assets, and out-of-home presence.