ABRACADABRA: FROM FAN TO FEATURED

MASTERCARD / MCCANN XBC NEW YORK + McCann XBC
CREARCHIVE Score
120.8
MASTERCARDABRACADABRA: FROM FAN TO FEATURED2025
Case Film
Campaign Images
BrandMASTERCARD
AgencyMCCANN XBC NEW YORK + McCann XBC
Award ShowClio Awards
CategoryINTEGRATED
Year2025
CountryUnited States
Awards
  • • Clio Awards — Experience/Activation / Use of Talent & Influencers — Gold
  • • Clio Awards — General — Gold
  • • Clio Awards — Branded Entertainment & Content / Partnerships/Co-Creation — Silver
  • • Clio Awards — Branded Entertainment & Content / Music — Bronze
  • • Clio Awards — Culture & Influence / Cultural Resonance — Bronze
  • • Clio Awards — Culture & Influence / Real-Time Response — Bronze
  • • Clio Awards — Branded Entertainment & Content / Social Media — Merit
Credits
BrandMastercard
EditorJarrett Fijal (NO6), Riley Donigan (NO6), Rick Symonds (Craft Worldwide), Lia Gordon (Craft Worldwide)
StylistHunter Clem
Key HairElena Gharbigi
ProducerBobby Campbell (Morningview), Laura Molinaro (NO6), Jil Harden (Merman), Jack McKean (Craft Worldwide), Will Kaplan (Craft Worldwide)
Key MakeupPhuong Tran
Media AgencyCarat
Talent AgencyR&CPMK
Vice ChairmanSteve Berman (Interscope Records)
Agency NetworkMcCann Worldgroup
Senior CounselSuzanne Lupovici (McCann XBC), Maeve Rothman (Mastercard)
Creative StudioMorningview
Holding CompanyThe Interpublic Group of Companies
Project ManagerGrace Jiang (McCann XBC), Emily Tully (Brooklyn Brothers)
Account DirectorDaniela Vinick (McCann XBC), Eric Gentile (McCann XBC)
Managing PartnerLady Gaga (Morningview), Michael Polansky (Morningview)
NAM SponsorshipsAnna Blanchard (Mastercard)
Sr. Art DirectorRachael Wibly (R&CPMK)
VP Legal CounselAnushree Bagrodia (Mastercard)
Community ManagerMadison Jesmer (Brooklyn Brothers)
Creative DirectorManuel Castillo (McCann XBC), Enrique Torguet (McCann XBC)
Head Of US SocialCiel VanderVeen (Mastercard)
Managing DirectorAlex Caredes (McCann XBC)
Social StrategistAubrey Burrough (Brooklyn Brothers)
Strategy DirectorRenata Mittnacht (McCann XBC)
Account SupervisorIzzy Calderon (McCann XBC), Jenny Case (McCann XBC)
Additional CompanyThe Brooklyn Brothers, R&CPMK
Advertising AgencyMcCann XBC
Executive ProducerCorina Dennison (NO6), Jessica Miller (Merman)
Production CompanyCraft Worldwide, Merman Productions
Production ManagerKathryn Palmer (Merman)
VP US SponsorshipsLuis Araujo Zue (Mastercard)
Integrated ProducerKaiti Furo (McCann XBC), Katie Henry (McCann XBC)
Production DesignerWesley Goodrich
Senior Art DirectorCristian Trujillo (McCann XBC)
EVP Head of StrategyLiron Reznik (McCann XBC)
VP Creative DirectorRyan Barrett (McCann XBC), Reto Oetterli (McCann XBC)
Director SponsorshipsJoyce Hui (Mastercard)
Engagement StrategistTeanna Bass (McCann XBC)
SVP​ CommunicationsWill O’Connor (Mastercard)
Senior Community LeadRegan Mason (McCann XBC)
Senior Music ProducerColleen Dahlstrom (McCann XBC)
Chief Creative OfficerSean Bryan (McCann XBC)
EVP Executive DirectorEvan Confield (McCann XBC)
SVP Executive ProducerJudi Nierman (McCann XBC)
Director of PhotographyLaura Merians Goncalves (Merman)
EVP Talent PartnershipsDanielle Korn (McCann XBC)
Global Managing PartnerKira Carstensen (Merman), Ellen Clarke (Merman)
Manager, Media PlanningPaul Giordano (Mastercard)
Post Production CompanyNO6
Public Relations AgencyKetchum
VP Creator PartnershipsCamille Dagorn (Brooklyn Brothers)
VP US Consumer MarketingMike Morettoni (Mastercard)
Manager Consumer MarketingTyler Mason (Mastercard)
Associate Creative DirectorBec Matlioski (McCann XBC), Andrea Raia (McCann XBC), Paul Boupha (McCann XBC), Stefan Rotaru (McCann XBC), Anastasia Serdukova (Brooklyn Brothers)
Director NAM CommunicationsMargaret Williams (Mastercard)
Director of Post ProductionDan Priore (Craft Worldwide)
SVP Group Creative DirectorDan Grech (McCann XBC)
VP Corporate CommunicationsAlyssa Rosenblatt (Mastercard)
VP Digital Marketing & MediaAimee Atkinson (Mastercard)
VP, Senior Creative DirectorJacina Serbalik (R&CPMK)
Global Chief Creative OfficerJavier Campopiano (McCann Worldgroup)
Director US Consumer MarketingShelby Ladenheim (Mastercard)
SVP Executive Account DirectorAmanda Dagger (McCann XBC)
Director of Music, BA LicensingJamie Jou (McCann XBC)
EVP, Head of Strategic MarketingDaniel Sena (Interscope Records)
Creative Director & ChoreographerParris Goebel
VP Director of Business ManagementHovannes Moussati (McCann XBC)
Director Media & Brand PartnershipsTara Marston (Mastercard)
VP Brand Partnerships & ActivationsMegan Leitzinger (R&CPMK)
Associate Specialist, CommunicationsEmily Roush (Mastercard)
Chief Creative Officer North AmericaBritt Nolan (McCann Worldgroup)
SVP Brand Partnerships & ActivationsDavid Hargis (R&CPMK)
Associate Director Project ManagementLexi Vogler (McCann XBC)
SVP Consumer Marketing & SponsorshipsAnne Valentzas (Mastercard)
SVP Head of Social & Digital StrategyJaime Winner (McCann XBC)
EVP Global Executive Creative DirectorJim Curtis (McCann XBC)
Chief Marketing & Communications OfficerRaja Rajamannar (Mastercard)
Manager Social Media & Digital MarketingChanelle Lowe (Mastercard)
EVP, Head of Marketing and CommunicationsRustom Dastoor (Mastercard)
EVP Head of Celebrity & Creator PartnershipsKimberly Kress (McCann XBC)
Account Director - Resource & Operations LeadJulia Grasso (McCann XBC)
President & Chief Client Officer North AmericaVeronica Bertran (McCann XBC)
Account Manager Brand Partnerships & ActivationsChelsea Pham (R&CPMK)
Account Director Brand Partnerships & ActivationsShawn Davis (R&CPMK), Erica Piazza (R&CPMK)
Director Strategy & Operations, Priceless.com (US)Mannie Thompson (Mastercard)
Global Head Creative Excellence & Creative OperationsMaru Sokolowski (McCann Worldgroup)
Senior Account Executive Brand Partnerships & ActivationsJake Paliga (R&CPMK)
ShareXIN
MASTERCARDMCCANN XBC NEW YORK + McCann XBCClio AwardsINTEGRATEDUnited States

Similar Campaigns

I WOOL SURVIVE
I WOOL SURVIVE
Grindr
SERVICEPLAN GERMANY
CREARCHIVE Score
83.2
Heinz Dipper
Heinz Dipper
Kraft Heinz
Rethink
CREARCHIVE Score
115.1
Gulf of Mexico (Bar)
Gulf of Mexico (Bar)
Tecate
LePub Mexico City
CREARCHIVE Score
345.6
Get Takeout Without Going Out
Get Takeout Without Going Out
Delivereasy
Colenso BBDO
CREARCHIVE Score
52.8
Fictional Insurance
Fictional Insurance
RCN/Prime & Seguros del Estado
TBWA Colombia
CREARCHIVE Score
72.6
Expedition Impossible
Expedition Impossible
Columbia Sportswear
adam&eve\TBWA
CREARCHIVE Score
115.6