Project:
North Carolina Education Lottery 'Play Smart'
Type:
2D ANIMATION, CHARACTER, CONCEPT & STRATEGY, DESIGN
An important part of this campaign was creating ✨swaggerific✨ characters that felt relatable and true to the North Carolina community that plays the lottery. Our other heroes? The lottery tickets, of course. We gave them the Magic Carpet touch, having their personalities shine through expressive poses.
"'Play Smart' required more than a 30-second spot, it needed a full brand refresh. We collaborated on a comprehensive rebrand that balanced the fun of the games with clear, informative content. The new style and fresh set of character designs were then integrated into the website and a full brand identity, embodying both the enjoyment and the responsibility associated with the games."
For the look we really leaned into an editorial feel using a triadic color scheme with dashes of halftone shadows. The restricted color system was brought to life with clean animation and clever transitions to really give the whole campaign a fun but mature vibe.
