The Massachusetts State Lottery Max Winnings Scratch Ticket campaign transformed the ticket name into a memorable character: Max Winnings, a cheesy, low-budget lawyer whose sole mission was to help players win big. Inspired by classic local attorney commercials, the campaign embraced an intentionally over-the-top, tongue-in-cheek aesthetic to create a distinctive and entertaining brand world. I led the creative development and campaign direction, wrote all scripts and copy, oversaw the production of all creative assets, directed the television commercial, and helped create an original campaign jingle that was written and performed entirely in-house. The campaign was executed across TV/CTV, paid social, digital, out-of-home, retail, and owned channels.