Illinois Lottery – “Make Someone’s Holiday Magical” Campaign

Client & Context: Illinois Lottery; campaign focused on capturing the moment of thrill and hope tied to scratch ticket play and promoting tickets as a holiday gift.
Role: Copywriter.
Approach & Key Contributions: Wrote and produced ads that emphasized the fleeting but powerful emotional payoff of scratching a ticket—centering on the universally relatable moment of anticipation.
Results & Impact: Delivered a message that elevated the product beyond cheapness and into a gift idea, tapping into emotional resonance with a simple, insightful line.