AJ's Portfolio

DC Lottery

Monopoly 360 Campaign

Background

As Art Director for the DC Lottery's Monopoly-themed Scratchers campaign, I developed a series of dynamic motion graphics and static out-of-home assets. The project successfully blended the iconic, nostalgic imagery of the Monopoly board game with recognizable Washington, D.C. landmarks. The campaign maintained strict brand integrity for both the DC Lottery and Monopoly while creating a visually captivating and localized experience for the audience. This initiative led to heightened audience engagement and a notable increase in ticket sales.

Challenges

The DC Lottery needed a compelling out-of-home (OOH) campaign to launch its new Monopoly-themed Scratchers. The central challenge was to create a visual system that seamlessly merged two powerful but distinct brand identities: the timeless appeal of Monopoly and the local identity of Washington, D.C. The campaign required assets that were not only visually captivating but also technically optimized for a wide array of digital and static display formats, from standard screens to large-scale spectaculars, without losing clarity or brand consistency.

Client

DC Lottery

Role

Art Director, Motion Director

Tools

After Effects, Illustrator, Photoshop

Duration

0:15

Process & Workflow

The animation process began with storyboarding to map out the flow and key transitions, ensuring smooth integration of Monopoly imagery with DC landmarks. Assets were designed to scale and animated with a focus on seamless movement, dynamic transitions, and maintaining brand consistency. After initial renders, feedback was incorporated to refine timing and ensure optimal visual clarity across all deliverables.

The Solution

I led the art direction for a series of 15-second motion graphics and static designs that brought the world of Monopoly to the streets of D.C. The creative solution featured classic game tokens—like the car and top hat—animated against a backdrop of local landmarks. The process involved detailed storyboarding to map out seamless transitions and asset design that scaled effectively across all required formats. By adhering to strict brand and technical guidelines, the final deliverables maintained perfect visual clarity and brand fidelity, creating a highly engaging and effective campaign that resonated with both in-store and outdoor audiences.