For this project I was tasked with creating a developed concept for a campaign advertising an existing online product, service or mobile app. I chose Lotto NZ, with the aim is to attract a new group of users from within their current target audience: young adults.

Initial ideas I generated included a guy riding a motorbike holding 'lotto ball' balloons, as well as a woman lying on a lilo in a pool full of money. However, my chosen concept that was further developed for this project was a guy with a tattoo of the word 'millionaire' on his forehead, accompanied by Lotto's catchy slogan, "What would you do?"

This ad campaign was one of my favourites! It was fun and helped hone my Photoshop skills, particularly realistic retouching of the skin and development of realistic tattoos.