Shelly Morrell

Shelley Morrell leads Creative & Production at Studio 59, Allwyn’s in-house studio behind The National Lottery. That means she has her hands on everything from Lotto to EuroMillions, Powerball to Scratchcards and Instant Win Games — essentially the full line-up of brands keeping the nation dreaming big. 

Shelley has 12 years under her belt at The National Lottery. For the past three years, she has defined and evolved the Creative & Production function – building up a business case for strengthening the in-house studio alongside guiding how ideas are crafted, elevated and delivered across every touchpoint, from digital to print and everything in between.  

Before moving in-house, Shelley spent 15 years agency-side in consumer PR, specialising in brand-building and storytelling. And prior to that she was chasing headlines as a journalist in her hometown of Melbourne—so shaping narratives that resonate at scale has always been second-nature.