NEW YORK LOTTERY MISCELLANEOUS WORK
An assortment of assets from various New York Lottery campaigns I had a hand in, ranging from OOH, social, digital, print, activation, & radio work that I like very much made with people I like even more. Well most of them. Just kidding, only some of them. JKKKKK ALLL OF THEMMM. Ok enjoy.
CAN YOU IMAGINE?
After nearly 15 years, we relaunched the iconic New York Lottery brand around a simple truth: nobody dreams bigger than New Yorkers.
This brand shift is all about embracing that moment after you buy a lottery ticket and start imagining “what if…”
My role: Radio, OOH , Social , Activations, Launch Tactics , Contextual Sports Sponsorship Copy, Digital Comms
Watch the stunning, amazing, beautiful TV spot here
(Assets still being added as they flow into the wild as we speak)
Radio
(More) Radio
These are floating in the unproduced ether but we (me) still love them so I took it upon my self to hire an AI bot be my VO.
More Sponsorship + Social + Activations to come, stay tuned 🤠
MUST LOVE DOGS
New York has decided there are two kinds of people: People who freaking love dogs and people who are scared to say out loud that they don’t like dogs. It’s a debate that is taking over the state. So when the New York Lottery decided to make a ticket all about dogs, featuring New York dogs we decided: This isn’t just a lottery ticket. It’s a loyalty test.
You have to love dogs if you want to win money from a scratch-off game about dogs.
So we launched a campaign that only dog lovers could relate to, and then invited those true dog lovers to play for $1,000,000.
My role: Radio, OOH , Social, Activations, Print
2026 Finalist
ACTIVATION
We built a giant lint roller and showed up to the hairiest place in New York: Bark in the Park @ Citi Field
OOH + DIGITAL OOH + SOCIAL
The million dollar Raffle
To celebrate the 200th anniversary of the Erie Canal, the New York Lottery released its first-ever raffle game that gave New Yorkers the best odds of winning a million dollars. So we launched OOH that inspired New Yorkers to play by showing them what they could be doing as a millionaire.
My role: Wrote many, many headlines that showed up in Times Square, the Staten Island Ferry, and other fun spots.
Watch my fav NYL spot written by some of my fav people here
