Lucky 100 — Promotional Campaign System

Concept
A bold, high visibility campaign built around simplicity, urgency, and the excitement of chance.

Role
Art Direction, Campaign Design

Overview
Lucky 100 was built to cut through the noise and be easy to get right away. The idea was simple, something people could recognize fast and not have to think about.

The visuals do most of the work. Bold, direct, and hard to miss, paired with short, clear messaging that keeps things moving. It needed to feel exciting without overcomplicating it.

The system was designed to hold up everywhere it shows up, from digital to print to on-property displays, without losing its impact.

I worked on the core campaign look, helping define the visual direction and keeping everything consistent as it rolled out across different spaces.

In the end, it stands out, reads fast, and actually works in a busy casino environment.