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 makes its debut as the Official Jersey Patch Partner and Exclusive Auto, Home, and Life Insurance Partner of the Boston Celtics this NBA season. 

In celebration, Amica has premiered a stirring new campaign featuring Celtics superstar Jayson Tatum with a rallying cry: Amica shows up for New England like New England shows up for the Celtics.

#fff

The 60-second anthem, co-directed by Jason Sondock and Simon David of Smuggler, recognizes the special connection that unites New Englanders for 48 minutes a few times a week during the year: the Boston Celtics. A notoriously passionate fan base, Celtics fans show up from every pocket of the region to root for their team.

The Celtics and Amica are committed to showing up for their fans and policyholders. Tatum’s campaign further underscores this notion as he famously hates sitting out games, knowing that the fans are there to see him and his teammates play, and Amica has the same drive to show up for its policyholders across the country.

The film also includes multiple Easter eggs, including a cameo by Hall of Fame announcer and legendary Celtics voice Mike Gorman, a voiceover by his successor, play-by-play announcer Drew Carter, and public-address announcer Eddie Palladino echoing throughout the spot.

https://www.youtube.com/watch?v=SpJpMVbUybE&ab_channel=AmicaInsurance

Amica Insurance Rallies Boston Celtics Nation With "Calling New England"

 the world’s first hot dog dispensing, mustard embellishing, ketchup clasping, cold beverage clutching baseball glove. 

#000

The invention supports MiLB’s ongoing “Only in MiLB” campaign. The organization’s brief called for “a surprising way to engage fans,” said Oriel Davis-Lyons, chief creative officer at Mother New York.

“The best thing about MiLB games is that you’re much closer to the action, so you’ve got a much greater chance of catching a ball whether you’re expecting it or not,” Davis-Lyons said. “The Munchie Mitt ensures fans can enjoy every part of the game without worrying about dropping their drink and food all over themselves when they find themselves in the thick of the action.”

Introducing MiLB's Munchie Mitt

WSJ’s campaign shows why business is relevant to everyone. 

The newspaper’s new OOH campaign cleverly capture the variety of its coverage and why we all have a stake in the business world. 

Mother's First Campaign for Wall Street Journal

New OOH campaign spreads love for the best NY borough (in our view!)

, we first created a new name and visual identity for Brooklyn Org, and followed it up with an OOH campaign titled "Show Brooklyn Some Love", centered around stories of change-making Brooklyn nonprofits.

Showing Love for Our Home Borough with Brooklyn Org

Gopuff Invites the World to "Bring The Magic" to Everyday Experiences with the Launch of Its Largest-Ever Brand Campaign.

"There’s a belief at Gopuff, from the founders to the micro-fulfillment centers, that there’s an opportunity to make life’s simplest moments and everyday necessities exciting,” said 

Oriel Davis-Lyons, Chief Creative Officer, Mother New York.

 “You feel it anytime you open the app and that's what we wanted to capture with this platform and the work. The brand is on the threshold of becoming a household name, and we’re proud to partner with them on that journey."

Bringing the Magic for Gopuff

StreetEasy’s new campaign brings The Met to the streets of NYC, exploring the journey of homebuying.

StreetEasy’s newest brand campaign, “Let The Journey Begin,” mixes Renaissance flair and classic art to capture the conflicted feelings experienced throughout the journey of purchasing a home in New York City.

The work dominated the streets and subways of NYC in Spring 2024. 

Let the Homebuying Journey Begin with StreetEasy

Wall Street Journal is running blank Evan Gershkovich articles to mark one year of detainment. ‘Missing Articles,’ developed with Mother, is part of an awareness effort around the WSJ journalist’s detainment in Russia. 

A year after Wall Street Journal journalist, Evan Gershkovich, was detained in Russia, we worked with them to create an awareness campaign including "Missing Articles". By leaving blank space in the newspaper where Evan's articles should be, it is designed to bring his detainment back into focus. 

"Missing Articles" from WSJ Marks One Year of Detainment for Evan Gershkovich

The Drum picks up Mother's work for Dave & Buster's Spring Break with Jersey Shore's Pauly D. 

"Spring Break, a federal holiday? A certain Jersey Shore star would say “yeah, buddy” to that idea. In Dave & Buster’s latest campaign, DJ Pauly D ditches his DJ booth for a presidential podium to make this vision a reality."

DJ Pauly D Leads Dave & Buster’s Spring Break Revolution

Mother New York crafts a short film about empathy, directed by Diego Contreras of Love Song. 

Mother's latest work for Amica is lauded by Ad Age for its ability to connect with the consumer on an emotional level. Read more and see the work 

News. Breaking Work