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.

Gabriel with Director of Photography Paola Trulin

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
:30 Second Version From The Campaign Directed By Gabriel Gornell


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