Understanding the challenge
The National Lottery Club was launching a campaign where different kinds of presents could be won. The challenge was to communicate this clearly and attractively, without overwhelming the viewer.
Our main deliverable would be a fully custom-made interactive Qualifio experience — the centerpiece of the campaign.
Designing a seamless experience
I started by creating a strong key visual that immediately conveyed the concept: presents bursting out of a box, each one clearly recognizable at a glance. The idea was simple — make the excitement tangible, but keep the composition clean and readable.
Qualifio
The Qualifio activation was our biggest challenge. It needed to feel interactive and playful while staying visually aligned with the key visuals. UX clarity was essential — users had to understand what to do instantly.
I developed the idea of turning the present into the interaction itself: the user’s cursor became a gloved hand that wiped away snow to reveal their prize. It added a small moment of magic while keeping the flow intuitive and satisfying.
Retail
Beyond the digital activation, we also developed the standard set of National Lottery assets — including visuals for National Lottery screens and the Altura screens displayed across retail stores in Belgium.
These placements are seen by thousands of people every day. I always approach them with the same care as the hero assets. Even in high-traffic environments, good design deserves a second glance — and ideally, an appreciative nod.
Programs: Photoshop, After Effects
