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    Jared Malik Royal Directs Billy Dee Williams In MassMutual Spot For Grey NY

    By SHOOTUpdated:No Comments6008 Views

    Massachusetts Mutual Life Insurance Company (MassMutual) launches a multi-channel marketing effort from Grey New York. The goal is to encourage the sharing of knowledge between younger and older Black family members aimed at building intergenerational wealth.

    In this spot directed by Jared Malik Royal of Moxie Pictures, actor Billy Dee Williams delivers the pitch with a debonair twinkle in his eye, “call your folks, don’t let family financial discussions burn a hole in your pocket.” 

    “The accumulation of generational wealth for Black Americans was historically thwarted by systemic barriers to financial institutions, networks, and information that build financial wellness,” said Jennifer Halloran, MassMutual head of marketing and brand.

    “This campaign puts the subject of generational wealth at the forefront. It also serves to highlight that each generation should be involved in the sharing of knowledge so plans can be made to preserve and grow a financial legacy.”

    This new effort reflects MassMutual’s brand platform. Their mission is to use their expertise to help people navigate the “Uncomfortable Truths” behind financial planning, saving for college and preparing for the unexpected by securing their financial futures and protecting the ones they love.

    The integrated digitally led campaign includes video commercials, social media, and public relations.

     

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    Credits

    Client MassMutual Agency Grey New York Justine Armour, chief creative officer; Joe Mongognia, executive creative director; Jelsen Innocent, associate creative director/art director; Troy Jones, associate creative director/copywriter; Cara Resnick, art director; Jonathan Lee, North American chief strategy officer, global chief data officer; Daniel Avon, director, data strategy; Jessica Womack, sr. strategist. Production Agency Townhouse James McPherson, chief production officer; Kim Kietz, director of production; Kevin Grover, executive integrated producer; Lauren O’Driscoll, VP, integrated producer; Kurt Steinke, music producer. Production Moxie Pictures Jared Malik Royal, director; Robby Fernandez, exec producer; Barry Heaps, line producer. Editorial Work Editorial Hasani Franke, editor; Alejandra Alacorn, head of production; Victor Media, producer; Julian Laing, cutting assistant. Finishing Nice Shoes Jason Farber, head of production; Arthur Dorrington, Flame artist; Chloe Sedelmaier, exec producer/head of sales. Audio GPS Adam Charity, audio engineer; Michaela Moriarty, post producer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Grey New YorkJared Malik RoyalMoxie Pictures



    Monster Hunters Wanted! Director Zac Ella, Ad Agency CALLEN Team On High-Chaos Recruitment Campaign For Supercell’s mo.co Game

    Tuesday, July 15, 2025

    Exploding miniature cities. Cel-animated fists through portals. Real martial arts choreography. And a man eating 12 hot dogs without blinking. mo.co – the new campaign for Supercell’s latest IP – is a riot of craft, chaos, and gaming absurdity, directed by Agile/JOJX’s Zac Ella in partnership with ad agency CALLEN.

    The campaign centers on three POV-style short films – Luna, Manny, and Jax – each styled as a startup pitch from inside the mo.co universe. Visually and tonally distinct, each piece channels the personality of its protagonist, from glitchy, live-edited montages to spoof TED Talks and VHS-filtered action reels.

    Shot primarily in-camera, the films feature live stunts, pyrotechnics, hand-built miniature sets, model cities, and prosthetic limbs. One actor was even scanned into the game engine to create a seamless virtual double. Three VFX studios worked across the project, helping embed the films with blink-and-you’ll-miss-it Easter eggs – from hot dog power-ups to color-coded explosions debated over two weeks.

    “It’s dense, silly, and layered on purpose,” Ella says. “The goal was to make the films fun on the first watch – and even funnier on the fifth. It’s a fever dream, crafted frame by frame. The worlds had to feel lived-in and real, even though they’re totally surreal. Even the monsters got manicures. We went absurdly deep on the small stuff – because fans notice everything.”

    Created in close collaboration with Supercell’s lore team, the campaign plays like a lovingly unhinged expansion of the game’s universe—one that exploded into fan feeds after an early leak stirred online buzz ahead of launch.

    “Luna, Jax, and Manny are 20-year-old monster-hunting startup founders and they... Read More

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