Zohran Mamdani’s unexpected win as the Democratic nominee in New York’s mayoral primary stunned the political establishment. It also surprised the scrappy team of filmmakers behind his viral campaign videos.
The agency driving the creative charge isn’t a traditional political consultancy but a small, Brooklyn-based collective that operates more like a guerrilla production studio than a buttoned-up firm: Melted Solids. Founded in 2019 by Debbie Saslaw and Anthony DiMieri, the agency’s only full-time staffers, Melted Solids aims to blend sharp storytelling with humor, a strong social media presence, and a focus on capturing genuine, relatable moments.
Saslaw told ADWEEK that Melted Solids’ process on Mamdani’s campaign was collaborative and often chaotic. A team of professionals—including communications director Andrew Epstein, videographer Donald Borenstein and Kara McCurdy, Mamdani’s campaign photographer since 2020—contributed to the campaign. Mamdani’s wife, Rama, also created animations for several viral videos.
Borenstein, who initially joined as a volunteer in early 2025, became a key force behind the campaign’s day-to-day video output. As the election neared, they stepped into a full-time role, often working “nearly 24/7,” according to DiMieri. While Saslaw and DiMieri balanced other gigs until the final month, Borenstein’s steady presence helped sustain the campaign’s rapid content cadence.
That DIY approach has defined Melted Solids’ ethos from the start. “The concept was: ‘Who do we know that has incredible camera gear, is a professional audio mixer, and really wants to do something politically?’” DiMieri said. “It’s nice to use those skills for something you care about.”
Amplifying everyday voices
Melted Solids has been working with Mamdani for the last five years, including projects like the “Fix the MTA” campaign of 2022, which featured Mamdani riding buses with commuters to highlight the challenges of everyday New Yorkers. The campaign also proposed phasing out bus fares over four years.
Leading up to the 2025 primary, the campaign comprised several viral videos that showcased Mamdani across all five boroughs. Mamdani plunged into Coney Island waters to advocate for rent freezes. A Valentine’s Day video contained voter registration info hidden inside a box of chocolates. Another video documented Mamdani’s interactions at the Puerto Rican Day Parade after receiving AOC’s endorsement.
Its messaging was simple: amplifying the challenges facing everyday, working-class residents.
“I’m [a] marketer and storyteller, and what I thought was necessary and needed in the political space was the ability to speak to regular New Yorkers, like using advertising… as a vessel to hear their concerns,” Saslaw told ADWEEK. “It’s not about Cuomo; it’s not about Adams. They’ve got everybody in New York feeling like they can’t live here anymore–myself and Anthony included.”
