Pinterest enlisted agency Droga5 NY to create a campaign that explores how Pinterest can expand people’s interests in ways they never saw coming.
This spot in the “You Just Might Surprise Yourself” campaign was directed by Yann Mounir Demange via production house RESET.
Client Pinterest Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Juliana Cobb, executive creative director; Tom McQueen, George McQueen, creative directors; Ben Brown, sr. copywriter; Jackie Moran, sr. art director; Jenny Yoon, copywriter; Maria Kouninski, art director; Rich Grego, executive design director; Kathryn Brfylinsky, associate design director; Angela Asemota, designer; Lee Pozin, jr. designer; Jesse Brihn, director, film production; Annie Uzdavinis, executive producer, film; Sachin Arora, sr. producer, film; Ian Graetzer, sr. producer, interactive; Harry Roman-Torres, chief brand strategy director; Emily Mulvey, strategy director; Brittany Lynch, sr. strategist. Production Company RESET Yann Mounir Demange, director; Xiaolong Liu, DP; Jennifer Beitler, exec producer; Michael Garza, producer. Editorial Work Editorial Biff Butler, editor; Joseph Tuzolino, assistant editor; Erica Thompson, exec producer; Alejandra Alarcon, head of production; Malia Rose, sr. producer. Postproduction/VFX Nice Shoes Tyler Whalen, lead VFX supervisor; Dave Zeevalk, VFX creative director; Nina Rodriguez Smith, VFX producer; Manda Cheung, compositing supervisor; Adam Stockholm, CG lead; Adrienne DeLuca, compositor. Jason Farber, sr. Flame/VFX artist; Kaya Ono, Dan Kelly, Nicky Picardo, Flame artists; Kevin Ratigan, Flame assistant; Bogdan Mihajlovic, 3D matchmover; Derek Bird, on-set VFX supervisor (LA); Ivan Espana Soley, on-set VFX supervisor (MX; John Dillon, conform/VFX producer; Maria Carretero, colorist; Kevin Ratigan, color assistant; Andrew Pandolfino, color producer; Jason Farber, head of production; Tara Holmes, exec producer; TJ Sponzo, EP, business development. Music Walker Song: “Subway Graffiti”; Julianne Wilson, Dottie Scharr, sr. producers; Sara Matarazzo, exec producer. Sound Lime Studios Joel Waters, audio engineer/sound designer; Collin Thomas, assistant engineer; Susie Boyajan, exec producer. Interactive Production Second Child John Clendenen, Natasha Kaser, Mike Vorrasi, retouchers; Michael Mockler, retouching producer; George McAvoy, Don Ong, Emmanuel Perez, graphic artists; Nereida Valles, graphics producer; Lisa Bishai, QC manager; Kevin Reste, animator; Phillip Nguyen, post producer.
This holiday season banking/financial services company Erste Group and ad agency Jung von Matt DONAU, Vienna, present “Carry the light,” a tender reimagining of a journey that shaped history, told through the eyes of the animal who carried it forward. Directed by Daniel&Szymon of Arts & Sciences, the film follows a humble donkey’s quiet path from burden to purpose, echoing a universal longing to be seen, valued, and believed in.
Echoing Erste Group’s ongoing #glaubandich (“believe in yourself”) brand platform, the story explores how small acts of kindness and faith can inspire transformation. As the donkey carries Mary and Joseph toward Bethlehem, his awakening becomes a metaphor. “Erste’s 2025 Christmas campaign reminds us that hope and gentleness often come from the smallest among us. It’s a story about compassion, determination, and the idea that each of us carries something meaningful to give. In a world like ours, it’s more important than ever to inspire people—to show respect, offer support, and encourage everyone to believe in their own strength,” says Nina Pentek, responsible for the production at Erste Group. “We also want to remind people that no matter how things may seem, they can always find a light within themselves—and that light can make all the difference!”
Mike Nagy, managing director and executive creative director at Jung von Matt DONAU, added, “This is a small story with a big heart. It was important for us to tell the #believeinyourself message in a festive, emotional context — while standing apart from typical seasonal advertising.”
Shot in the breathtaking Atlas Mountains of Morocco by cinematographer Barry Ackroyd, ASC (The Hurt Locker, Detroit, A House of Dynamite), the... Read More
