Mass Lottery

Megabucks - Draw Game Campaign

When the Massachusetts Lottery relaunched Megabucks Double Draw with improved odds by removing lottery balls from the game, we turned a product update into a memorable creative platform: "Less Balls Are Better." I led the campaign from concept through execution, developing the creative strategy, writing all campaign messaging and scripts, and directing the television commercial. The integrated campaign simplified the game's biggest selling point into a bold, memorable idea that ran across broadcast, digital, social, and retail channels.