TEXAS LOTTERY SCRATCH-AND-GO
THE CHALLENGE
Holiday campaigns risk blending into the seasonal noise. Texas Lottery needed a fresh way to stand out and spark joy while driving ticket sales.
THE IDEA
We turned a festive ice rink into a giant Scratch-and-Go ticket—delivering a magical reveal that linked the thrill of skating with the excitement of winning.
RESULTS
The spot became one of the season’s most memorable, boosting holiday ticket sales by 12% year-over-year and sparking thousands of positive social shares celebrating its creativity and charm.
ROLE
As one of two art directors, I co-led the creative development from storyboard to final frames. I guided the visual direction, art-directed key scenes, and championed the bold reveal—showing how a touch of whimsy could drive both sales and seasonal spirit.