Director Brian Beletic, dentsuMB Chronicle Small Business' Need For "Dough" In American Express Long-form Spot


Robert Goldrich
Tuesday, Oct. 19, 2021


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The latest round of “Business Card Chronicles” for American Express draws inspiration from a special place of the sourdough variety, punctuated with starter puns like Dough-Re-Me, Sir Rise-A-Lot and Dough Quixote.  Directed by Brian Beletic of SMUGGLER for agency dentsuMB, this long-form spot, titled “The Dough,” introduces us to a baking entrepreneur who finds herself needing capital for an ever growing sourdough business (with American Express to the rescue).

“We wanted to show the unexpected hurdles small-business owners face in running day-to-day operations,” shared dentsuMB global executive creative director Julie Scelzo, who added that these stories (the other being centered on a pair of architects designing mini-homes) were inspired by two trends over the last year or so: the nationwide sourdough craze—and the desire to flee cities in search of nature. 


Client American Express Agency dentsuMB Menno Kluin, chief creative officer; Julie Scelzo, global executive creative director; Christina Pitsinos, creative director; Gavin Zarin, sr. art director; Aaron Sheinberg, copywriter; Ed Zazzera, EVP integrated production; Katie West, sr. producer integrated production; Jerry Krenach, SVP, music production. Production SMUGGLER Brian Beletic, director; Sue Yeon Ahn, exec producer. Editorial/Post PS260 Maury Loeb, editor; Ashley Ingbretson, assistant editor; Evann Payne, sr. producer; Zarina Mak, managing partner; Margaret Yang, lead Flame artist; Carlos Morales, Jon Jovich, Flame artists; Anthony Augusta, Flame assistant; Natalie Raffaele, finishing producer; Patrick Lavin, GFX director; Golpar Jalali, GFX. VFX Parliament Music Consortium Seth Olinsky, composer. Audio Post Sonic Union Michael Marinelli, engineer. Color Company 3 Tim Masick, colorist. Voiceover Judah Friedlander

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