Mirada Partners with American Express and dentsuMB on 22 Seasonal Spots Celebrating Small Businesses - Trailer Park Group Skip to main content

Mirada Partners with American Express and dentsuMB on 22 Seasonal Spots Celebrating Small Businesses

December 07, 2021

MIRADA, in partnership with dentsuMB, is excited to share its latest work for American Express’ 12th annual “Shop Small” campaign—which highlights 100 small businesses around the country to help drive sales during the festive season and beyond.

MIRADA, renowned for creating immersive and pioneering storytelling for brands, was tapped to create 22 online spots for the “Shop Small” campaign, each one featuring a unique jingle in the style of a Broadway show tune with brand-specific lyrics. In addition to highlighting select retailers, the campaign also included regional clips with unique anthems encouraging people to “shop small” in cities such as New York, Chicago, San Francisco, and Los Angeles.


MIRADA’s Founder, Mathew Miguel Cullen—an award-winning film, music video, and commercial director who has worked with Beck and Taylor Swift—directed all 22 spots in just three days in Toronto; almost all of them in one take.

The high-energy, show-stopping spots feature eight Broadway actors, including Rebecca Naomi Jones, Courtnee Carter, and Jorrel Javier, singing and performing festive tunes written and produced by Score A Score, an award-winning music company specializing in original music for marketing.

“What I love about small businesses is that they represent innovation in this country— the drive to create something that doesn’t exist and have the courage to make it happen,” said Cullen. “When I cast these spots, I wanted to find the right ensemble that felt like we were putting on our own theater show, and that each of the cast really complemented each other so it felt like they were a family of friends. Their chemistry really comes across on screen, and we created an environment where they could express themselves naturally.”

Cullen continued: “Small businesses were hit particularly hard during the pandemic, as were Broadway actors because Broadway was closed,” said Cullen. “So one of my goals was to bring Broadway actors together to tell the stories that celebrate small businesses across the country.”


SVP, Global Brand Planning & Content: Andy Goldberg
VP, Global Brand Content: Allison Silver
Director, Global Brand Content: Ann Mecca
Senior Manager, Global Brand Content: Diana Fernandes

AGENCY: dentsuMB
Global President: Jon Dupuis
Chief Creative Officer: Menno Kluin
Global Executive Creative Director: Julie Scelzo
Creative Director, Art: Alyssa Ollis
Creative Director, Copy: Bo Jacobson
Creative Director, Copy: Rebecca Albert
Creative Director, Copy: Christina Pitsinos
Associate Copywriter: Sam Woznica
Creative Director, Art: Garam Park
Associate Art Director: Brian Swan
Head of Production: Ed Zazzera
Executive Producer: Celia Everett
SVP, Global Music Production: Jerry Krenach
Integrated Digital Producer: Serena Bove
Managing Director: Luke Kenny
VP, Account Management: Joey Ziarko
Account Director: Ali Napier
Account Executive: Troy Hudson
Senior Business Manager: Marie Sawicki
Senior Talent Manager: Hilary Olesen


EVP/Executive Producer: Anna Joseph
Head of Production: Mari Geraci
Director: Mathew Cullen
Producer: Rob Newman
DOP: Tristan Sheridan
Production Designer: Kristen Vallow
1 st  AD: David Goldstein
Choreographer: Tony G
Executive Producer: Evan Astrowsky
Post Producer: Katia Nicolova
Post Coordinator: Diliana Angelove
Editor: Darren Richmond
Editor: Michael Hackett
AE: Teddy Walter
AE/Assitant Coordinator: Maura Kearney

Executive Producer: Karen Tameannko
Production Supervisor: Dave Ford
Production Coordinator: Chris Poowah
Assistant Coordinator: Tyler Klementti
Toronto Prod. Designer: Melanie Garros
Wardrobe Stylist: Amber Watkins

MUSIC – Score a Score
Original Songs and Music Production: Score a Score
Executive Music Producer: Jake Weinreb
Executive Music Producer: Jordan Passman
Music Producer: Ben Santoro
Music Producer: Max Ferguson
Vocal Producer and Engineer: Bri Holland
Vocal Coordination and Contracting: Encompass Music Partners
Mix Engineer: Steve Sopchak

COLOR // Company 3
Colourist: Siggy Ferstl
Senior Producer: Matt Moran

Mix Engineer: Dan Viafore


Mirada is a creative production company that partners with brands, agencies, and tastemakers to craft amazing content that inspires pop culture, generates buzz, and pushes the boundaries of storytelling. From making billion-view videos to coding apps for Fortune 500 companies, our work lives and thrives where narrative meets art, design, and technology.