The Lottery legacy is out of touch with the values of today’s millennial consumer who see it is a waste of money. Taking over the iconic Mod Club in Toronto, we created a truly immersive experience that spoke to millennials in a way that is meaningful to them. A one night only Up Close concert curated by award winning record producer Boi-1da and friends - 2Chainz, Killy and Savannah Ré.
We created a custom neon sign to adorn the stage along with limited edition merch and other branded elements.
Role: Art Direction, Design / Agency: Universal Music Canada (Shed Creative Agency)