The Massachusetts State Lottery Ghostbusters Halloween Scratch Ticket campaign was a fully integrated marketing effort spanning TV/CTV, paid social, out-of-home, digital, and owned channels. I led the creative development and campaign direction from concept through execution, writing all scripts and campaign copy, overseeing the production of every creative asset, and directing the television commercial. Working directly with Sony to secure approval of all licensed Ghostbusters assets, I helped ensure the campaign remained true to the franchise, drawing inspiration from the iconic Sigourney Weaver kitchen scene to create an authentic experience that resonated with fans while delivering a cohesive brand experience across all consumer touchpoints.