Municipal elections are not usually the fun ones, but Zohran Mandani’s team has livened up this year’s New York City mayoral race.

Melted Solids is the creative and production shop behind the breakout social videos propelling Mamdani to the lead ahead of November’s election. During ADWEEK House at Advertising Week, our executive editor Alison Weissbrot sat down with agency co-founders Debbie Saslaw and Anthony DiMieri, veterans of both advertising and activism.

Saslaw and DiMieri revealed how they’ve built a new hybrid advertising model that borrows the emotional precision of brand marketing and applies it to local politics.

From Madison Avenue to Mutual Aid

Both founders came from traditional adland pedigree—Showtime, HBO, JWT, and Digitas—before leaving the industry disillusioned b

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