Director Matt Aselton, McCann, JSM Conjure Up "Black Titanium" For New York Lottery


Robert Goldrich
Wednesday, Oct. 16, 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 million. The campaign defines exactly what Black Titanium is, by stating what it isn’t.

This TV spot, directed by Matt Aselton of production house Arts & Sciences, 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 the while reminding you that it isn’t any of those things. It’s a new Scratch-Off Game. And it’s big.

Gavin Cutler of Mackcut edited the comedy TV commercial.


Client New York Lottery Agency McCann NY Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, chief creative officers, NY; Mat Bisher, EVP, executive creative director; Jason Ashlock, Dominick Baccollo, VPs/group creative directors; Emily Salas, Tyler Gonerka, creative directors; Halley Lawrence, jr. art director; Jack McNamara, jr. 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; Laura Frank, VP, strategy director. Production Arts & Sciences Matt Aselton, director; John Benson, exec producer; Zoe Odlum, producer; Tracy Zukowski, production supervisor; Darren Lew, DP; Mark Newell, production designer. Editorial Mackcut Gavin Cutler, editor; Gina Pagano, exec producer; Alyce Muhammad, assistant editor. Music Future Perfect Audio Post Mackcut Sam Shaffer, mixer. VFX Framestore Sarah Hiddlestone, exec producer. Color Company 3 Tim Masick, colorist. Music JSM Music Joel Simon, CEO/CCO/composer; Becca Riter, Seamus Kilmartin, Nathanial Morgan, Jason Krebs, composers; Jeff Fiorello, exec producer; Andrew Manning, Norm Felke, producers.  


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