Description
The New York Lottery has just launched its new brand platform and campaign “Can You Imagine?"– the brand’s first major brand campaign in nearly a decade.
Created by McCann NY, the campaign introduces an entirely new design world – complete with a new logo and its first unifying tagline in years – connecting all offerings, including Scratch-Offs and Draw Games, under one platform.
The campaign also features two 30-second spots directed by the award-winning duo Los Perez (Biscuit), alongside a series of nine surreal photographs by photographer Todd Antony, and is especially unique because it doesn’t live in one place. Through large-scale OOH, subway takeovers, and unexpected activations across the city, the campaign brings moments of imagination into commutes, skylines, and everyday life.
It’s a significant turning point for the brand as it seeks to redefine itself for a younger audience.
This professional campaign titled 'Can You Imagine?' was published in United States in June, 2026. It was created for the brand: New York Lottery, by ad agency: McCann New York. This Integrated medium campaign is related to the Lottery industry and contains 10 media assets. It was submitted 22 minutes ago.
Credits
NY Lottery
Gweneth Dean: Director, Division of Lottery
Rich Oettinger: Director, Marketing & Sales
Toni Polsinelli: Lottery Advertising Supervisor
Brian Dolge: Lottery Digital Advertising Supervisor
Dana Idema: Director of Lottery Advertising
Herb Toy: Senior Lottery Marketing Specialist
McCann NY
Chief Creative Officer, North America: Britt Nolan
EVP, Executive Creative Director: Cuanan Cronwright
EVP, Executive Creative Director: Leo Barbosa
SVP, Group Creative Director: Jacopo Biorcio
SVP, Group Creative Director: Danny Price
VP, Creative Director: Jess Bass
VP, Creative Director: Talia Rapp
Associate Creative Director: Julia Waicberg
Associate Creative Director: Samantha Aldeborgh
Senior Art Director: Makenna Bortells
Senior Copywriter: Caroline Noonan
Art Director: Gabby Gonzaga
Copywriter: Kayla Andersen
Junior Copywriter: Rebecca Deitch
Junior Art Director: Alessandra Castro
Junior Art Director: Terence Ward
Junior Art Director: Genesis Lema
Junior Asset Designer: Briana Carlini
EVP, Head of Design North America: Matt van Leeuwen
VP, Design Director: Emely Perez
Senior Designer: Dewen Yang
Senior Designer: Eva Vidan
CEO McCann NY: Amber Guild
Managing Partner: Nadine Falco
SVP, Group Account Director: Nancy Tynan
VP, Account Director: Courtney Marin
Account Director: TJ Daigler
Account Supervisor: Marina Quagliato
Account Supervisor: Cara Wang
Senior Account Executive: Annabelle Sharenow
Associate Project Manager: Kathy Roekthanom
Senior Project Manager: Edelawit Hussien
Senior Project Manager: Christina Braxton
Senior Project Manager: Olivia Fike
Project Manager: Julia Raftery
Communications Manager: Alex Huebner
Chief Strategy Officer: Shobha Sairam
SVP, Group Strategy Director: Deanna Meyer
SVP, Group Strategy Director: Phil Graham
Strategy Director: Reed Willig
Strategy Director: Elise Rodriguez
Strategist: Livvy Ward
Strategist: Kyla Jackson
Chief Social Marketing Officer: Monica Tailor
VP, Strategy Director: Nerea Pennini
Associate Strategy Director: Drew Learner
Social Media Manager: Rob Fallen
Community Manager: Miriam Morales
Social Strategist: Tommy Boyce
Community Manager: Jordana Judson
Omnicom Production
Chief Production Officer: Joe Calabrese
Executive Producer: MJ Soler
Senior Producer: Jared Hamburg
Associate Producer: Eli Pardo
Senior Music Producer: Colleen Dahlstrom
Business Affairs Manager: Karen Phillips
Casanova
VP/Group Account Director (Casanova): Carla Noriega
Management Supervisor (Casanova): Wilmari Suria
Account Executive (Casanova): Karen Veraza
Account Executive (Casanova): Ana Zuniga
UM
EVP Managing Director, Moey Santos
VP, Planning: Matt Kanner
Director, Planning: Evan Pring
Manager, Planning: Dean Miller
Manager, Planning: Olivia Farrington
Senior Associate, Planning: Anne Stuart
Senior Associate, Planning: Grace White
Associate, Sophia Lee
VP, Strategy: Lakshmi Taneja
Manager, Strategy: Alex Newton
VP, Local Investment: Alex Capano
Assistant Buyer, Local Investment: Jordan Lansfeld
Associate Director, Growth Analytics: Sraboni Paul
Momentum
VP, Group Director: Jay Williams
Senior Associate: Lidia Gonzalez
Senior Associate: Emily Colbert
Senior Graphic Designer: Alain Baburam
Senior Graphic Designer: Chiara Fiori
MRM
EVP Account Director: Tina Braun
Account Director: Charlie Hinkley
Field Marketing Manager: Katie Sorce
Account Executive: Ruby Price
Senior Strategist: Zach Kobrin
Strategist: Natalie Bots
SVP Head of Design and Experiences: Ronnie Ting
VP Director, Technology: Marc Dula
VP Director Program Management: Salwa Ishtihar
Senior Product Manager: Mark Deradorian-Delia
Senior Project Manager: Sean Flanigan
Program Manager: Tanya Nemirovsky
Associate Experience Director Product: Devin Romeo
Associate Experience Director: Courtney Pozzi
Associate Creative Director: Jane Kim
Associate Creative Director: Ingrid Thompson
Product Designer: Chris Thomas
Senior Designer: Rok Cho
Digital Designer: Victoria Gillerlain
Designer: Sophia Kwan
SVP Marketing Science: Pingyi Lee Noto
Associate Director, Marketing Science: Sophia Gao
Manager, Marketing Science: Kyle Miller
Analyst, Marketing Science: Billy Power
Biscuit
Director: Los Perez
Founding Partner: Shawn Lacy
Executive Producer: Andrew Travelstead
Head of Production: Sean Moody
Producer: Javier Alejandro
Production Supervisor: Amy Kramer
Assistant Production Supervisor: Kathleen Sheehan
Director of Photography: Todd Martin
1st AD: Arle Bordas
2nd AD: Cody Maher
1st AC: Ezra Bassin-Hill
2nd AC: Babette Gibson
2nd AC: Andi Dailey-Parada
Key Grip: Corey Harmon
Gaffer: Justyn Davis
Production Designer: Shane Valentino
Wardrobe Stylist: Mariana Guererro-Dingler
Makeup Artist: Elizabeth Yoon
Hair Stylist: Jose Chavarria
The Den
Editor: Tobias Suhm
Senior Cutting Assistant: Evan Carp
Senior Producers: Sam Clark & Nicole Abascal
Executive Producer: LauRenn Reed
Heard City
Audio Post: Heard City
Sound Design: Midnight Snack Sound Design
Managing Partner: Gloria Pitagorsky
Sound Designer(s)/Mixer(s): T. Terressa Tate
Executive Producer: Liana Rosenberg
Senior Producers: B Muñoz, Nick Duvarney
Producer: Dylan Stetson
Assistant Mixers: Zoltan Monori, Virginia Wright, Chloe Discala
Singing Serpent
Managing Director - Glen Galloway
Executive Producer: Dennis Culp
Associate Producer: Beks Johnson
Creative Director: Jon Spencer
Trafik
Executive Producer: Angela Zapella
Colorist: Ricky Gausis
Color Assist: Erwin Pasia + Yujin Yohe
Color Producer: Hugh Copeland
Untold
VFX Studio: Untold Studios
Executive Producer: Mandy Harris
Producer: Scott Boyajan, Stephen Dierks, Anh Phan
Production Assistant: Callum Brettell
Creative Director: Toya Drechsler
VFX Leads: Kia Coates, Mark Harrison, Jack Harris
VFX Artists: Alexandre Scott, Amanda Cheung, Ananda PM, Andreas Graichen, Andy Wheater, Anthony Daniel, Brandon Thomas, Craig Savio Padua, David Forcada, Guy Penwill, Hemendra Bhagat, Howard Margolius, Jasmine Sarais, Jaswan Vishnu Prasath, Jessica Zanetti, Jiyoung Lee, Kapil Rana, Luke Massingberd, Mahesh Ravilla, Marco Grandinetti, Michael Diprose, Murali Krishna Reddy, Paul Stirling, Richard Harris, Sam Cole, Tom Bailey, Victor Almela Orero
Online: David Forcada, Ben Vaccaro
Todd Antony
Photographer and Director, Todd Antony
Agent, Visu, Marc Short
Proof Films
Producer, Jaye Nydick
Producer, Louise Feldman
Set & Prop Designer Robert Sumrell
Wardrobe Stylist, Jennie Lopez
Hair & Makeup Artist, Elizabeth Yoon
Digital Tech, Lucien Simms
Recom Farmhouse
Creative Retouching & CGI by Recom Farmhouse London
