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New York Lottery: Black Titanium

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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 Other credits

EVP: Mat Bisher

VP: Jason Ashlock

VP: Dominick Baccollo

Hailey Lawrence, Junior Art Director

Jack McNamara, Junior Copywriter

Nathy Aviram, Chief Production Officer

Chance Bassett, VP

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

Michael Gonzalez, Project Manager

Production Supervisor: Tracy Zukowski

Production Designer: Mark Newell

Edit Company: MackCut

Editor: Gavin Cutler

Executive Producer: Gina Pagano

Assistant Editor: Alyce Muhammad

Music Company: Future Perfect

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

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