See top UX Designers turn ideas into interactive experiences using Adobe XD.
Watch now
  • Add to Collection
  • Tools Used


  • About


    Paper sculpture illustrations by Gail Armstrong for Cash Spectacular advertising campaign for Illinois Lottery
Illinois Lottery Cash Spectacular - ad campaign by Energy BBDO

The Illinois Lottery Cash Spectacular ad campaign promotes the fact that there are more prizes than ever before. The image focusses on the idea of multiples, reinforced by the message in the text panel "more prizes than ...". The lottery logo was the key to the colour palette I used and I took my lead for the typography from the typographic styling of the lottery ticket.
An extensive campaign, the images had to work across a large range of crop sizes and be infinitely adaptable so that messages could be personalised to the location or produced in different languages. I had the pleasure of working closely with the design and production team so that every moment on the project could be utilised to the full. This included taking advantage of the time lapse between US and UK.
The final outcome was three complete, ready-to-use illustrations and also one billboard illustration ready for personalised text to be placed in post-production. Additionally I created a "kit of parts" - a variety of elements including a paper sculpture version of the lottery logo, that could put together in-house by Energy BBDO to be used across the more unusually sized ads, such as taxi banners and buses.
A challenging and enjoyable project well received by the client and the public.
Snapshot of typography up close
Snapshot of the "kit of parts"