The Massachusetts State Lottery Banner 18 Scratch Ticket campaign celebrated the Boston Celtics’ 18th NBA Championship through a fully integrated campaign across TV/CTV, paid social, OOH, digital, retail, owned channels, and in-arena media. I led the creative development and campaign direction, wrote all scripts and copy, oversaw asset production, and worked directly with the Boston Celtics to develop campaign creative and arena content. I also directed three television commercials featuring Celtics legends Cedric Maxwell, Brian Scalabrine, and Eddie House, while supporting a second-chance promotion that awarded $1 million to a winner during halftime at a Celtics game.