Connecticut Lottery — State of Connecticut
Role: Creative Director & Visual Concept Designer (seasonal campaigns)
Sector: Government / Consumer Promotions
Dates: 2020–2021
Project Overview
Conceptualized and executed three campaign-aligned creative sets for the Connecticut Lottery between 2020–2021, delivering polished seasonal visuals under their official brand and compliance guidelines. Oversaw every step of creative production — from theme development and set styling to photography and post — ensuring each campaign reflected a distinct visual mood while staying within content restrictions. Focused on storytelling through design, gifting moments, and elevated lifestyle scenes that aligned with the Lottery’s promotional calendar.
Brand Challenge
The Connecticut Lottery has clear creative parameters around seasonal campaigns — including the avoidance of religious references, holiday figures, and children. Rather than limiting the work, these boundaries shaped a more refined creative direction. My goal was to deliver campaign visuals that felt festive, premium, and strategically aligned, without relying on common seasonal clichés.
Each concept was designed to elevate the product moment through set design, styling, and intentional art direction. From gifting-inspired visuals to a spring Keno activation to an end-of-year celebration, every scene was crafted to reflect the campaign’s tone while staying true to brand guidelines.
Creative Approach
I approached each concept as a stand-alone visual story — planned with care, styled with intention, and designed to work within the CT Lottery brand guidelines without feeling generic or templated.
I led all visual development for the three campaigns, from moodboarding and art direction to on-set styling and production management. For the Keno shoot, I built a custom spring-inspired set with florals and soft colors to complement the featured dress — playful but refined. For the New Year’s campaign, I designed a champagne-toned balloon tree and elegant party backdrop that felt festive without relying on holiday clichés. And for the holiday scratch-off concept, I leaned into the idea of elevated gifting — building a cozy, polished environment that framed the tickets as thoughtful, adult-friendly presents.
All set design, props, and styling decisions were fully directed by me, working alongside a photographer and a small visual team I brought in to support execution. From initial concept to final shoot, I ensured every creative choice aligned with the intended tone, season, and platform requirements — while maintaining high production value and visual consistency across all assets.
Results
Each campaign was brought to life with a seasonal creative strategy that combined visual storytelling, set design, and elevated art direction. From spring-inspired Keno visuals to luxury holiday gifting scenes, every concept aligned with CT Lottery’s compliance rules while standing out through design-forward execution.
These visuals showcased how lottery campaigns can feel polished, festive, and emotionally resonant — using a refined production process that respected brand parameters without compromising creativity.
Reflection
Designing these campaigns reminded me how much can be achieved with the right creative direction — even within strict brand and compliance guidelines. I enjoyed building each visual concept from scratch, leading the entire production process from moodboards to final delivery. From sourcing wardrobe and styling, to designing seasonal set pieces and managing shoots, I had the freedom to make every frame intentional and visually cohesive.
This project reinforced my ability to merge brand integrity with visual impact — especially when the goal is to reimagine traditional campaigns with elegance, clarity, and emotional appeal.
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