experiential <> art direction <>
experiential <> art direction <>
OLG Money Machine
Launch OLG’s new scratch ticket in a way that’s impossible to ignore. Make it shareable. Make it memorable. Make it the game everyone’s talking about.
What we did.
When it came to designing the Money Machine experience, we didn’t just build a booth—we engineered a full-sensory spectacle.
From the moment guests stepped into the footprint, the visual language screamed “Game Show”. Neon accents, branded purple flooring, and dynamic lighting transformed busy mall corridors into bold brand theatre. But this wasn’t just about aesthetics—it was about function, flow, and frictionless fun.
We designed the Money Machine itself to be the magnetic centerpiece. A glowing cylindrical chamber, pulsing with light and anticipation, flanked by a tiered prize wall, a 15-second countdown timer, and a photo-ready branded backdrop. Everything worked in harmony to guide the guest journey—starting with education in the queue, escalating to action in the chamber, and ending in a satisfying prize reveal.
How We Showed Up.
This wasn’t just a footprint. It was a fully realized, high-stakes, high-reward stage where every consumer became a contestant—and every interaction, a performance worth sharing.
Game Show Vibes, Product-First: Oversized scratch card visuals, integrated into the build, made it clear what we were promoting. The look and feel married instant win excitement with bold, broadcast-style staging.
Prize Wall Drama: Prizes were hidden inside capsules, opened live by our BAs. Each reveal felt like a mini jackpot.
Content-Ready Layout: The branded photo wall turned guests into brand ambassadors—ready to post, tag, and share the moment.
Built to Flex: We designed the structure to be both durable and modular—scaling easily for future activations like the Leafs Promo Night without losing impact.
Dream Team
Laura Rothstein, Creative Director
Mario Gelleny, Associate Creative Director
Sam McCourt, Art Director
Jeff Mcquire, Copywriter
Garthi Gobinathan, Designer
Ivana Rovic, Spatial Designer