Client: California Lottery

Overview:
The California Lottery isn’t just about lucky numbers — it’s about real impact. With over $1 billion contributed annually to public schools, they wanted to shift perception from games to gratitude. The ask? Don’t sell tickets — tell a story that celebrates the people shaping California’s future.

The Insight:
While the Lottery’s contribution may be modest per district, it fuels something much bigger: inspiration. That spark so many of us first felt because of a great teacher. So we launched a year-long campaign to shine a spotlight where it truly belonged — on the educators who change lives.

My Role & Solutions:
I helped concept and script content for the #ThankATeacher campaign, which centered on a powerful documentary film series. We sent three celebrity influencers — including musicians, actors, and athletes — back to the California public schools where their journeys began, to thank the teachers who helped shape them.

Execution:

Documentary-style video series capturing surprise reunions and emotional tributes

Social-first storytelling that amplified the campaign’s reach and shareability

Influencer activations that connected wide audiences to deeply personal stories

Hashtag campaign (#ThankATeacher) that gave everyone a reason — and a way — to join in

Outcome:
The campaign sparked genuine engagement and celebration, becoming one of California Lottery’s most humanizing initiatives to date. It was also recognized by Facebook Business Success Stories page, praised for its emotional depth, strong performance, and audience resonance.

Key Takeaway:
“Back to the Start” proved that brand storytelling doesn’t need to be transactional to be impactful. Sometimes, the best campaigns are the ones that pause to say thank you — and remind people of the role community plays in every success story

Press: Pitchfork, People, People, HuffPo, Fox Sports

Created with:

Chief Creative Officer: Nick Childs

Executive Creative Director: Josh Greenspan

Associate Creative Director:  Sarah Dennis-Browne 

Art Director: Brooks Hess

Producer: Jeremy Mack