Scratch-off Cards that look as Grande as they sound.
A New York Lottery scratch-off card design with a Latin-focused prize.
—
The scratch-off card designs drew inspiration from warm, natural, and primary colors that resonate deeply with Hispanic audiences. Celebrating the community's appreciation for texture, craftsmanship, and cultural artistry, we incorporated elements such as tilework and hand-painted signage into the scratch-off cards.
Using the Grande scratch-off cards we designed as a foundation, we later developed a vibrant campaign look and feel inspired by the iconic bodega storefronts found across New York State, with their eclectic typography and bold primary colors.
The campaign included a reggaeton music video film set in a bodega, which further anchored the creative direction, and extended across Online Video (OLV), Online Audio (OLA), and Out-of-Home (OOH) advertising.
Role — Designer / Design Director
Head of Design — Matt van Leeuwen
Designer — Chocho Han
Animator — Inkyung Hur
GCDs — Jacopo Biorcio & Danny Price
Scratch-off Cards
Campaign Look & Feel
Film
Creative Credits: Pete Johnson / Jacopo Biorcio / Danny Price / Talia Rapp / Jess Bass / Maria Useche / Isa Leon