New York Lottery: Black Titanium by McCann

Agency: McCann
Date: Oct 2019
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“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

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Aflac: Buff Duck by Dagger

Added 13 November 2019
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