18x Regional Emmy Winner
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Campaign Work
These projects showcase integrated marketing campaigns that I led from concept to completion. Across television, radio, out-of-home, paid social, and digital channels, I was responsible for creative strategy, concept development, scriptwriting, and production oversight.
I directed and produced all live-action shoots while leading the creation of design, animation, and marketing assets to ensure a consistent and effective campaign across every platform.
SG & Delaware Lottery
iLottery Brand & Summer Campaign
Where Wonder Lives is a brand platform and creative campaign developed for the Delaware Lottery Players Club, inspired by Delaware's coastal charm, sense of curiosity, and everyday moments of possibility. The campaign establishes a cohesive visual and messaging system designed to unify social, digital, CRM, and promotional marketing efforts.
This treatment deck showcases the creative vision behind the Where Wonder Lives campaign. I led the creative strategy, campaign development, copy direction, and visual identity design, establishing the messaging framework, typography system, and brand standards used across all campaign executions.
Mass Lottery & Ghostbusters
Halloween Scratch Ticket Campaign
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.
Mass Lottery & Boston Celtics
Banner 18 Scratch Ticket Campaign
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.
Mass Lottery
"Max Winnings" Scratch Ticket Campaign
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.
Mass Lottery
24 & 25 Holiday Scratch Ticket Campaign
The Massachusetts State Lottery 2025 Holiday Campaign was the organization’s largest and most visible marketing initiative of the year, supported by its biggest media investment. I led the creative development and campaign direction, wrote all scripts and copy, oversaw the production of all creative assets, and directed the television commercial. The fully integrated campaign spanned TV/CTV, paid social, digital, out-of-home, retail, and owned channels.
Mass Lottery
"Giant Winnings" Scratch Ticket Campaign
The Massachusetts State Lottery Giant Winnings Scratch Ticket campaign centered on the idea of massive scratch tickets descending across Massachusetts, creating a statewide media event that highlighted the game's larger-than-life prizes. Positioned as a spectacle to be celebrated rather than feared, the campaign drew inspiration from the excitement and wonder of a solar eclipse. I led the creative development and campaign direction, wrote all scripts and copy, oversaw the production of all creative assets, and directed the television commercial as part of a fully integrated campaign across TV/CTV, paid social, digital, out-of-home, retail, and owned channels.
