The lottery's legacy had fallen out of step with today's millennial consumer, many of whom saw it as a waste of money. So we took over Toronto's iconic Mod Club and created an immersive experience that connected with them on their terms: a one-night-only Up Close concert curated by award-winning producer Boi-1da, featuring 2 Chainz, Killy, and Savannah Ré.
To bring the experience to life, we designed a custom neon stage sign, limited-edition merchandise, and a suite of branded elements throughout the venue.
Role: Art Direction, Design / Agency: Universal Music Canada