OREGON LOTTERY EDUCATION CAMPAIGN

“Aha!” Moments

This is the story of how the Oregon Lottery supports local schools across the state. It celebrates that “a-ha” moment—a snapshot of the student learning without realizing it, helped by their most inspiring teachers. What really makes this story come to life is the real interactions between student and teacher, captured in real time. Their faces illuminated. Their sincerity palpable. It’s a visual argument for continued investment in futures with endless potential.

There was no other way to capture these very intimate and personal moments than by filming real students in real schools being taught by real teachers. By using a documentary-style approach, it allowed us to share these very beautiful, candid learning moments.

Hand-drawn animations were layered on top of the black and white video to embellish those moments and give it a fun, vibrant energy.

We also created social components that aligned with the campaign, directing people to the Oregon Teacher of the Year website to nominate their favorite teacher. The social campaign also included a bi-weekly pop quiz that would test peoples’ knowledge about all subjects with an Oregon spin as well as asking people to share their favorite education and teacher stories.

My role was campaign concept, art direction of the video, social components and website design.

Copywriter: Geoff Rogers
Director: Peter Richardson
Animation: Ashley Burke