Minnesota Lottery
Snow globes. Time travel. Power ballads. A guy saying "Wait, what?!" until it stops being funny and becomes funny again. Over the years, Minnesota Lottery has been gracious enough to let me play in the world of I'MN they've created, making campaigns for different tickets, different budgets, and different excuses to remind people that scratch games are supposed to be fun.
Shake Things Up (2023)
The holidays: so much to love, but even more to do. Minnesota Lottery wanted to help folks skip the shopping mall time-suck, so they could actually enjoy the season. Scratch games for everyone. You’re welcome. What you do with all that free time is your business. This idea let us build a picture-perfect snow globe world and fill it with enough social content to last through New Year's. Fa la la.
Social
North 5 (2025)
Explaining a long list of lottery game features is boring, yet that was the brief. So instead of a typical explainer, we took a single joke and rode it all the way to the finish line. Then we remixed the whole thing into a song, because if you're going to commit to the bit, you might as well go all the way.
Back to the Future (2025)
Nostalgia's a powerful thing. You see that red vest, you hear an iconic exclamation that rhymes with Late Snot, you get a few notes of a familiar pop rock ballad (legally different enough to not get sued by Huey Lewis), and you're hooked. That’s the power of love.
Road Trip (2022)
The open road. A bag of jerky. A handful of scratchers. Summer's short. What other excuse do you need to hit a Road Trip?
Low-Budget Fun
Two one-offs that were mostly excuses to make stuff. For the 50th Anniversary of First Avenue, we wrote an ode to the legendary venue and had Har Mar Superstar perform it inside the actual club (about three weeks before COVID). For Cupcake Cash, we tell the story of one man's battle with temptation, culminating in an indulgent payoff filmed inside the actual Bobby and Steve's off 94. Hard to say which location was a bigger deal.