MASTERCARD + SYNCHRONY BANK *Personal Favorite*

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.

This one made it to the “personal fave” level because so rarely do all the stakeholders collaborate and care so much on a commercial project. This one had me over-seeing the production… as well as an agency and two levels of clients with both Synchrony Band and Mastercard.


:30 Spot (from package of :30. :15. :06)

:30 Second Version From The Campaign Directed By Gabriel Gornell

PROUD SUCCESS: This campaign delivered incredible YouTube + CTV analytics.

90% Viewed-Through-Completion

Gabriel with Director of Photography Paola Trulin

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.

Our incredibly talented and diverse crew

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.

Power-House Bad B#*%es

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

1st AD: Roberta Sparta

Set Dresser: Alex Heine

Hair: Jordan Jablonow

Make up: Lisa Dempsey