Case Study
Role
Creative Direction, UX Flow Design, Live Activation Design, Digital Contest Design, Brand Experience, Stakeholder Approvals
I led creative direction for Loto-Québec’s festival activations, including the iconic Roue des Moments Chanceux and a new digital contest, Le Grand Moment Chanceux. Together, they drove over 20,000 participants, 30,000+ interactions, and 43,000 spectators across Quebec’s biggest summer festivals.
Loto-Québec sponsors festivals across the province, but a logo on a banner wasn’t enough. The challenge was to bring their DNA, making winners, to life in a way that felt generous, fun, and unforgettable.
At the core was the “Roue des Moments Chanceux,” a bold festival-ready wheel where guests could win instant prizes. To extend the reach, We designed a digital contest called Le Grand Moment Chanceux. Festival-goers accessed it through QR codes on site, registered on their phones, and entered to win a major prize. We worked closely with Loto-Québec on approvals and managed the production to keep everything sharp and on brand.
This program turned sponsorship into real connection. Loto-Québec showed up not just as a funder, but as a host, giving people a chance to win and creating moments that made festivals more memorable.
What I loved most was balancing live spectacle with a digital layer that extended reach. Designing both the physical flow and the contest mechanics showed how creative direction can bring story, systems, and execution together, making the brand present in the moment and remembered long after.
