For the highly anticipated launch of Powerball in California, we decided to take an entirely different approach. We wanted tocreate something that felt big and iconic. Something that actually connected with Californians beyond just showcasing Ferraris or yachts. Like California itself, the California Lottery is a brand that stands for optimism and opportunity, and we wanted to see those values reflected in the campaign. And so that’s exactly what we set out to do: create something that was bigger, more inspirational and more of a mindset.