Art Direction for Lifetime Millions

May 16

About the Lifetime Millions Launch: For the Feb 6 Instant Ticket Launch, the Massachusetts State Lottery, was releasing it’s second $50 ticket amidst the massive success of their first $50 ticket the year prior, Billion Dollar Extravaganza.

Project Goals: Development of a full print and digital ad campaign, including supporting commercials

Time Frame: Dec 2023 - March 2024

Deliverables: Art direction coinciding with creative lead’s direction for digital asset suite to be used across platforms as well as paid out of home asset placements such as CCTV, billboards, and animated panels.

The bold simplicity of the Lifetime Millions design lent to a wide range of design strategies we could have taken. Knowing the Instant Ticket team and the players of the Lottery’s instant tickets, I wanted to highlight the opulence of the ticket and harken back to an older time of game shows fully decorated in lush velvet curtains with gold accents. the team loved the direction.

Working closely with the content creation team, we developed a series of animations employing the curtain and imagry of falling money to instill a sense of excitement with the reveal of falling cash and the this gorgeous ticket.

The creative team received an overwhelming positive response from the Lottery’s Marketing department as well as players throughout the commonwealth.