Launching my work with the California Lottery, I Art Directed the multi-medium look and feel for the May NGA campaign across print, digital, and retail environments. The visual strategy captured the vibrant transition from spring to summer—influencing everything from nationwide assets down to the precise layout of in-store merchandising. Grounding the project is an environmental photo direction inspired by my first encounters with the brand in LA's Chinatown: a raw, authentic, and distinctly local aesthetic.
SuperLotto Plus Campaign
For the California Lottery’s SuperLotto Plus campaign, the challenge was to design a fresh, high-impact visual identity that honored established brand equity while carving out a distinct creative lane of its own. To achieve this, I directed a comprehensive design system across print and digital touchpoints, anchored by a nostalgic, sun-drenched ’90s West Coast beach aesthetic. By pairing authentic, laid-back environmental photography with clean, modern layout design, I captured an effortless, retro-cool energy that resonates emotionally with players while maintaining absolute brand cohesion across every medium
California Lottery × JAWS
To celebrate the landmark 50th anniversary of Jaws, I translated and scaled the campaign's approved visual identity to seamlessly bridge the gap between Universal’s legendary cinematic IP and the California Lottery. Acting as the visual steward, I carried the established look and feel across a diverse range of print and digital mediums while preserving absolute brand integrity. Additionally, I translated this static artwork into motion, developing the conceptual storyboards that defined the pacing, dramatic scale, and cinematic tension for the campaign's final animations—ensuring the iconic thriller aesthetic felt naturally at home in the high-energy CA Lottery universe
Storyboard and Animation
I conceptualized and storyboarded the 'Sustain' animation—a video designed to educate consumers on prize tiers while keeping them hooked. The challenge was communicating detailed promotional mechanics without losing the cinematic tension of the JAWS IP. I mapped out scene-by-scene framing, dynamic motion cues, and layout structures to translate dense prize information into a fluid, highly engaging visual narrative. These storyboards established the pacing and motion blueprint that ultimately guided the final animated spot.
Storyboard and Animation
As the promotion approached its end, the visual strategy shifted from education to immediate action with the 'Last Chance' spot. Designed to drive final player conversion, I storyboarded this animation around high-contrast visual cues, tighter camera framing, and rapid, high-stakes motion transitions. By leveraging the natural suspense inherent to the JAWS aesthetic, the storyboard created a palpable sense of urgency—delivering a bold, unmissable call-to-action for players before the prize window closed