The National Lottery


The Camelot group signed a whopping £3m / 3 month deal with ITV to sponsor Saturday night entertainment and asked us to develop an eye-catching, creative campaign in record time.

Our approach was to bring the Lotto products to life in the world of Saturday night, shiny floor telly. I wrote & directed this campaign through ITV, working with the talented team at Aardman studios to make the idea a reality and together we created 20 TV spots and a series of off-air executions.

We created idents for each Lotto game and experimented with combining live action and animation to keep the campaign fresh & interesting. The ‘Set For Life’ executions were focused on the thought that if you win the game you’ll have the exciting freedom to really ‘smash life’. Euromillions has the BIG jackpot so we created a HUGE yellow ball desperately trying (and often failing) to get on stage to perform.

We amplified the partnership even further a series of ‘surprise’ films which became a valuable part of the campaign, resonating with our core audience. Stephen Mulhern beamed live into audience members homes to give them the good news that their charity was going to receive a huge grant from The National Lottery.

My Roles

Concept, Writing, Directing



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