DC Lottery: Brand Campaign
Celebrating the Heartbeat of DC
As part of my work at Taoti, I helped lead the concept development for DC Lottery’s new brand commercial, Our City, Our Game—a year-long campaign designed to celebrate the spirit of Washington, DC and connect the Lottery to the fabric of everyday life.
DC Lottery approached us with a clear goal: create a commercial that felt unmistakably local. It needed to honor the culture, pride, and rhythm of the city while positioning the Lottery as something woven into the shared experience of DC: not just a game, but part of the community.
I collaborated in developing the concept, co-writing the script and shaping the visual direction to ensure the story felt authentic, energetic, and grounded in real neighborhoods. From identifying meaningful locations to participating in casting, wardrobe, and pre-production planning, I helped guide creative decisions that reinforced the campaign’s central idea: this is our city, and this is our game.
I was present on set during filming, voiceover recordings, and feedback sessions to maintain creative consistency from idea through execution. I also designed the custom “Play on, DC” graphic featured on the campaign’s t-shirts, an additional brand touchpoint that strengthened the sense of civic pride and cohesion on screen.
The result is a commercial that feels rooted, confident, and distinctly DC, connecting the Lottery to the everyday moments, landmarks, and people that give the city its pulse.
Image Credits: Bill Hartman, Creative Director
Produced by Antihero.
Services