New York Lottery: Black Titanium by McCann

Agency: McCann
Date: Oct 2019
Your Vote
Overall Rating
Opps, please vote again
92 votes

“Black Titanium” sounds like it could be the name of any number of things. A high-tech smartphone. A fancy cologne. Even an intense heavy metal band. But none of those are as big as what Black Titanium actually is – a new Scratch-Off Game from the New York Lottery, with a top prize of $10,000,000. This campaign defines exactly what Black Titanium is, by stating what it isn’t.

The TV spot, directed by Matt Aselton, imagines what Black Titanium would be like as a heavy metal band. JSM collaborated with the agency on a Spotify album for the fake Black Titanium band, executing ads disguised as songs that “had to be completely legit to the (heavy metal) genre.” Across social executions, the New York Lottery compares the high-jackpot scratch-off game to other items that Black Titanium could be, like a premium credit card or a fancy cologne. All while reminding you that it isn’t any of those things. It’s a new scratch-off game. And it’s big.




Eric Silver, North American Chief Creative Officer

Sean Bryan & Tom Murphy, McCann New York Chief Creative Officers

Mat Bisher, EVP Executive Creative Director

Jason Ashlock, VP Group Creative Director

Dominick Baccollo, VP Group Creative Director

Emily Salas, Creative Director

Tyler Gonerka, Creative Director

Hailey Lawrence, Junior Art Director

Jack McNamara, Junior Copywriter


Nathy Aviram, Chief Production Officer

Chance Bassett, VP Executive Producer

Eric David Johnson aka DJ Bunny Ears, SVP Executive Integrated Music Producer

Dan Gross, Music Producer

Jamie Jou, Music Business Manager

Natalie Hernandez, Business Manager


Scot Beck, EVP Executive Account Director

Caroline Fuller, VP Account Director

Molly Vossler, Account Supervisor

Ellery Gitkin, Account Executive

Carolyn Martin, Account Executive

Jessica Foster, Assistant Account Executive


Laura Frank, VP Strategy Director

Michael Goldstein, VP Communications Planning Director

Project Management

Michael Gonzalez, Project Manager


Production Company: Arts & Sciences

Director: Matt Aselton

Executive Producer: John Benson

Producer: Zoe Odlum

Production Supervisor: Tracy Zukowski

Director of Photography: Darren Lew

Production Designer: Mark Newell


Edit Company: MackCut

Editor: Gavin Cutler

Executive Producer: Gina Pagano

Assistant Editor: Alyce Muhammad

Music for TV Spot:

Music Company: Future Perfect

Audio Post

Audio Post Company: MackCut

Mix by: Sam Shaffer


VFX Company: Framestore

Executive Producer: Sarah Hiddlestone

Colorist: Tim Masick @ Co3 NY

JSM Music

CEO/CCO: Joel Simon

Exec. Producer: Jeff Fiorello

Producers: Andrew Manning/Norm Felke


Joel Simon

Becca Riter

Seamus Kilmartin

Nathanial Morgan

Jason Krebs

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.