CALIFORNIA LOTTERY × NFL

Integrated Brand + Experiential Campaign

As part of a statewide partnership with the NFL, California Lottery set out to connect its brand to three of California’s most iconic teams—the Rams, Chargers, and 49ers—across retail, stadium, digital, and live fan experiences. I developed the key visual and creative framework that anchored the campaign, balancing California Lottery’s core brand with subtle team-specific cues to authentically tap into fan culture. Designed to scale across preseason and regular season play, the system flexed seamlessly from in-store retail and ePOS to stadium concourses, in-game video boards, LED ribbons, social, paid digital, and experiential activations. The result was a cohesive, flexible platform that met fans where they already were—on game day, in-store, and online—while positioning California Lottery as a proud supporter of California football and its fans.

EXPERIENTIAL AT STADIUM

In-Store Print & Digital Signage

Developed retail POS and digital signage leveraging the 2025 California Game Day look and feel, creating engaging in-store touchpoints that promoted California Game Day Scratchers across physical and digital retail environments.

California Lottery Game Day Key Visual – Window Poster

In-Stadium Print Signage

Developed environmental signage that brought the California Lottery brand to life for fans attending Chargers, Rams, and 49ers games at SoFi and Levi’s Stadium, creating engaging visual touch points within the live game-day experience.

LEVI'S Stadium Team Spirit Scratchers Creative

FAIRS & FESTIVALS — CALIFORNIA LOTTERY LIVE

A scalable experiential platform built for statewide engagement.

California Lottery Live was a traveling experiential platform bringing the brand directly to communities through major fairs and festivals statewide. I developed a scalable visual and environmental system that created high-impact booth experiences while extending seamlessly into in-store POS, digital ePOS, social content, and out-of-home placements. Designed to attract, inform, and engage in high-traffic event environments, the platform balanced energy with clarity—turning local gatherings into memorable brand moments while reinforcing the Lottery’s mission to support public education across California.