New York Lottery: Black Titanium by McCann
- Location:
“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.
Credits
McCann
Creative
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
Production
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
Account
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
Strategy
Laura Frank, VP Strategy Director
Michael Goldstein, VP Communications Planning Director
Project Management
Michael Gonzalez, Project Manager
Production
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
Editorial
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
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
Composers:
Joel Simon
Becca Riter
Seamus Kilmartin
Nathanial Morgan
Jason Krebs
