PLAY - Virginia Lottery
Roles: Art Direction, Campaign Concepting, Digital/Social Interactive Design, Branding, Print Design, OOH Design
The Virginia Lottery wanted something more. Something that could do more than sell tickets. It needed to spark emotion, invite imagination, and remind people why they play in the first place. Our answer was simple, but powerful: PLAY.
We built an entire brand around it, rooted in curiosity and filled with energy and purpose; brought to life through every word, line, and color. We grew that brand into a full visual and verbal system, custom sonic and animated logos, and a massive campaign that took over billboards, metro stations, web pages, social feeds, gas stations, and TVs across Virginia.
PLAY - TV Commercial (partnered with Alice Blue & directors Mark Kudsi and Grady Hall)
Animated Logo (partnered with Alice Blue)
Custom designed letter costumes for PLAY TV Commercial
Animated Product Icons
Branding & Design - Playbook, Product Icons, Print
Product Icons: Print 'n Play, Scratchers, Jackpot Games, and Online Games (Print Designs)
Pages from Brand Playbook and Play Campaign Toolkit
OOH - Billboard, Bus Wraps, Metro Takeover
Highway Placement
Billboard Teaser Campaign
Bus Wraps
Escalator Wraps
Metro Takeover
Ticketing Stations
Elevator Banner
Large Format Print
Metro Takeover
(size context)
Ticket Purchasing Machines
Escalator Banner
Social, Digital, & Animated Banners
Interactive Digital Ads
Interactive Digital Ads
Microsite
Snapchat Filters
Animated Banners
TYPOGRAPHY
Interactive Media - TV Commercial (screen within a screen) and Desktop Scroller
I am forever in awe of the other endlessly talented creatives who worked alongside me on this massive campaign.
Hilda Hosseini - Art Director
Blake Carlson - Copywriter
Maggie Wilhelm - Creative Director
Alice Blue Studios - Animation & Production
Lou Copeland - Production Artist