Client Taco Bell Agency Deutsch LA Pete Favat, chief creative officer; Brett Craig, executive creative director; Jason Karley, Josh DiMarcantonio, creative directors; Gordy Sang, Brian Sieband, associate creative directors; Jeremiah Wassom, sr. art director; Trey Tyler, sr. copywriter; Vic Palumbo, director of integrated production; Paul Roy, executive producer; Jeff Perino, sr. producer; Damon Vinyard, associate producer; Dave Rocco, music supervisor. Production Moxie Pictures Frank Todaro, director; Jon Zilles, DP; Robert Fernandez, exec producer; Matt Oshea, line producer. Production (Food/tabletop) Wood Shop, Culver City, Calif. Trevor Shepard, director; Sam Swisher, exec producer. Editorial Rock Paper Scissors Adam Pertofsky, editor; Marjorie Sacks, assistant editor. C.L. Weaver, exec producer; Shada Shariatzadeh, producer. Post a52, Santa Monica. Paul Yacono, colorist; Andy Barrios, VFX supervisor; Brendan Crockett, lead Flame artist; Megan Meloth, exec producer; Meredith Cherniack, producer. Music Massive Music, Culver City Audio Lime Studios, Santa Monica Mark Meyuhas, Rohan Young, mixers; Jessica Locke, 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
