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
