Proud to have been selected by Mastercard and their direct-to-consumer specialists of over twenty years, Tanen Directed Advertising, to lead development, creative production and post for their Winter and Holiday 2022 television and digital campaign, Mental Math, as director and executive producer. The campaign supported Mastercard’s partnership with Synchrony Bank and their new Synchrony Premiere World Mastercard.
PROUD SUCCESS: This campaign delivered incredible YouTube + CTV analytics.
90% Viewed-Through-Completion
This campaign included a broadcast :30 second spot as well as :15 second and :06 second versions for digital and socials. The campaign was also supported with a direct mail initiative.
For this campaign, Gabriel led all directing tasks… as well as story boards, animatics, style frames, wardrobe & styling, casting, sets and art direction, and post through delivery.
This campaign also led positive social change by effectively supporting both women and brown-skinned professionals as keys and department leads within the crew. Simply hiring a female creative director or director is great – but doesn’t leave a meaningful impact if the crew’s majority is still largely white and male. Change needs to happen in all departments as all levels.
Credits:
Director and Creative EP: Gabriel Gornell
Vincent Zito: Writer and Creative Director (agency)
Eileen Tanen: Executive Creative Director (agency)
Co-Director: Susan Gornell
Executive Producer: Marco DeMolina
Director of Photography: Paola Trulin
Production Design: Jose Rojas
Set Dresser: Alex Heine
Hair: Jordan Jablonow
Make up: Lisa Dempsey
Wardrobe: Lizzy Arroyo
1st AD: Roberta Sparta