GS&P Imagines ‘Emily’s Oz’ for Comcast

By Erik Oster 

Goodby Silverstein & Partners New York created a 60-second broadcast spot for Comcast that’s sure to be a hit during this year’s Academy Awards. It’s also the first ad out of Goodby Silverstein & Partners’ New York office, and not a bad debut at all.

“We’re really proud of this one,” Paul Caiozzo, executive creative director of GS&P New York told Adweek. “It’s the first big national spot to come from this office, and it’s great to have this work debut on a big stage like the Oscars. It’s a beautiful moment for GS&P New York.”


The spot shows the world of The Wizard of Oz as imagined by a young blind girl named Emily. She tells viewers how she imagines each of the characters as her thoughts come to life onscreen, with voiceover from Robert Redford near the end of the spot. “Emily’s Oz” promotes Comcast’s new talking guide which, as the spot points out, helps the visually impaired discover their favorite programs. It’s a simple concept, but it makes for an emotionally powerful ad (just try not to get choked up when Emily describes what Dorothy looks like) that accomplishes the seemingly impossible task of making Comcast seem almost human, rather than the corporate monster it is. Now if only they’d stop trying to ruin the Internet.

Comcast also teamed up with digital agency Huge to create a web experience for the campaign.


Client: Comcast/XFNITY
Sr. Director, Brand Strategy & Communications: Sherri Davis
Campaign: Emily’s Oz
Campaign website:

Agency: Goodby Silverstein & Partners New York

Co-Chairmen: Jeff Goodby, Rich Silverstein
Executive Creative Director: Paul Caiozzo
Creative Director: Nathan Frank
Art Directors: Michael Hagos, Peter Jostrand
Copywriters: Josh Chua, Sam Dolphin

Account Services
Managing Director: Nancy Reyes
Account Manager: Laura McWhorter
Assistant Account Manager: Nate Baker

Brand and Communication Strategy
Group Brand Strategy Director: Conner Huber
Brand Strategist: Jane Jun

Business Affairs
Senior Business Affairs Manager: Judy Ybarra

Director of Broadcast Production: Tod Puckett
Executive Broadcast Producer: James Horner
Broadcast Producer: Tess Kenner
Assistant Broadcast Producer: Charlotte Dugoni

Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Director of Photography: Matty Libatique
Production Designer: KK Barrett
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Line Producer: Emily Skinner

Editorial/Finishing: Rock Paper Scissors
Editor: Paul Watts
Assistant Editor:  Christian Oreste
Assistant Editor: Rhys Hecox
Executive Producer:  Eve Kornblum
Producer: Jenny Greenfield
Producer: Jen Milano

VFX: A52
Lead Flame artist: Stefan Gaillot
CG Supervisor: Kirk Shintani
2D VFX Artist(s): Stefan Gaillot, Matt Sousa, Andy Bate, Enid Dalkoff, Steve Wolf, Tiffany Germann
3D Artists: Jose Limon, Joe Paniagua, Jon Balcome, Christian Sanchez, Adam Carter, Paulo Mauro, Vivian Su
Producer: Scott Boyajan
Executive Producer: Patrick Nugent, Jennifer Sofio Hall

Telecine: Company 3 New York
Colorist: Tim Masick
Colorist:  Rob Sciarratta
Executive Producer: Angela Lupo
Color Producer: Rochelle Brown

Mix: Heard City
Sound Engineer: Keith Reynaud
Sound Engineer: Jeremy Siegel
Managing Director: Gloria Pitagorsky
Senior Producer: Sasha Awn

Sound Design: Jafbox Sound
Sound Designer: Joseph Fraioli

End Treatment Graphics: Elevel Post
Animator: Jessica Gibson
Executive Producer: PJ Koll
Producer: Samantha Liss

—Behind-the-Scenes Documentaries
Director: Cassie Jaye
Directors of Photography: Margaret Parus, Sertac Yildizhan

Editorial Company – Main Documentary
Production Company: Rock Paper Scissors
Editor: Parker Whipple
Producer: Jenny Greenfield
Producer: Jen Milano

Editorial Company – Mimi Documentaries
Production Company: elevel (Goodby Silverstein & Partners)
Editor: Graham Willcox
Assistant Editor: Lori Arden
Producers: Carley Ridgway, Samantha Liss

Gerard Gober,Executive Director, Digital Experience,Comcast
Matthew McGlynn, User Experience Manager, Comcast
Jessica Gallagher, Engagement Manager, Huge
Chris Huban, Associate Creative Director, Huge