"Mad Multiplier" Scratch Ticket Campaign

The Massachusetts State Lottery Mad Multiplier Scratch Ticket campaign transformed a simple game mechanic into a memorable brand character that has become a recognizable staple of the Lottery's advertising. I created the Mad Multiplier character and the campaign tagline, "Multiply Your Money," for a family of scratch tickets released annually each June. I led the creative development, campaign direction, scriptwriting, and production across TV/CTV, paid social, digital, out-of-home, retail, and owned channels, while directing the television commercial. Now entering its fourth year, the campaign continues to evolve with new creative executions while preserving the character and brand identity that players have come to recognize.