sounds grande
ART DIRECTION + DESIGN
new york lottery
What is it?
SOUNDS GRANDE is a high-energy music video for the New York Lottery that captures the rhythm, passion, and bold dreams of the Latin community. Set in a lively bodega and featuring an original reggaeton track, the spot brings to life the excitement of dreaming big—and winning big—with the new Scratch-Off Games.
What DID I DO?
I helped guide the vision for the spot, working with the design team on the ticket lockup and branding elements while also contributing to styling, casting, and music mixing. I was hands-on in the details, even illustrating the tattoo featured in the video to ensure every visual felt intentional and authentic.
HOW DID I DO IT?
By tapping into my Latin cultural background, I informed creative decisions that made the project feel true to the community it represents. Whether it was typography, music, or styling, I worked closely with the team to ensure every element was rooted in authenticity—by the culture, for the culture.
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