This commercial campaign for the NYS Lottery, titled 'Knicks,' integrates sports iconography with high-contrast visual elements. The production leans into live-action techniques, featuring a mix of storefront signage and illuminated brand messaging that centres on the New York Knicks identity.
Developed by McCann New York and UM Worldwide, the campaign utilises a vertical format to connect local lottery branding with the city's basketball culture, punctuated by neon lighting effects throughout the sequence.
