The Work
Amy Tunick, Founder of The Canteen, led the campaigns and strategic initiatives featured here while she held executive roles at Grey (2003-2017), WarnerMedia/CNN (2017-2021), and National CineMedia (2021-2025).
The Shape of History
Hulu
To drive tune in for ‘The Handmaid’s Tale’ Season 3 premiere, we produced an experiential stunt in NYC’s Madison Square Park and captured video content to scale it nationally. This season of the popular show focused on women’s empowerment and the project was based on the insight that of the 150 statues in NYC, only five of them were of women. So we designed, fabricated, and erected the “missing 145 female statues,” a powerful experience for thousands of passersby. We filmed the activation and showcased branded content across CNN’s digital, social and OTT channels. It drove massive results for Hulu; they expanded the project to San Francisco and Boston, then committed to erecting statues of women in other cities around the US.
Area of Expertise
Branded Content & Experiential
Media
Case Study Video
The Gun Shop
States United to Prevent Gun Violence
To drive awareness of the pervasive gun violence in America and discourage first-time gun buyers, Grey created a shock campaign for States United to Prevent Gun Violence. We erected a gun shop in NYC outfitted with hidden cameras. Our shop owner was an actor whose goal was to debunk the myth that guns make you safer. We produced a short film about the stunt which was picked up by Rachel Maddow, and massive press coverage ensued. This campaign won two Cannes Lions and inspired The Canteen’s founder Amy Tunick to join Sandy Hook Promise’s Media Advisory Board.
Area of Expertise
Integrated Marketing Camapign
Media
Case Study Video
Queer City
CNN, P&G, and BMW
To commemorate the 50th anniversary of the Stonewall riots in NYC, we produced a CNN-branded museum exhibition celebrating the lives of queer individuals throughout the To commemorate the 50th anniversary of the Stonewall riots in NYC, we produced a CNN-branded museum exhibition celebrating the lives of queer individuals throughout the decades. The 5,000-square-foot pop up museum featured separate sections for each decade, from the 1940s through today, showcasing stories of gay individuals through artifacts, photos, videos, interactive displays, as well as personal appearances. The exhibit was open to the public and promoted in NYC’s Pride media calendar. The initiative was sponsored by BMW and P&G – each received brand integration throughout the exhibit, the VIP launch event, and the extensive PR and media campaign activated across CNN’s multi-platform channels.. The 5,000-square-foot pop up museum featured separate sections for each decade, from the 1940s through today, showcasing stories of gay individuals through artifacts, photos, videos, interactive displays, as well as personal appearances. The exhibit was open to the public and promoted in NYC’s Pride media calendar. The initiative was sponsored by BMW and P&G – each received brand integration throughout the exhibit, the VIP launch event, and the extensive PR and media campaign activated across CNN’s multi-platform channels.
Area of Expertise
Experiential & Media
Media
Campaign Coverage
Upfront Events
CNN
While at WarnerMedia, Amy Tunick led strategy and production of CNN's annual upfront experiences. On March 5, 2020, CNN’s upfront event took place just a few days before COVID-19 shut down the world. The cocktail reception was attended by 400 people with extensive programming featuring CNN talent accompanied by a fully branded experience with multiple interactive exhibits. This was the first event of its kind in WarnerMedia’s brand-new home of Hudson Yards in NYC. Due to the onset of COVID, there were many last-minute changes to the program and talent attending, such as a memorable interview between Anderson Cooper and Dr. Sanjay Gupta about the potential impact of the soon-to-be global pandemic. To this day, not one attendee notified us about getting COVID!
Area of Expertise
Sales Enablement & Experiential
Media
Event Coverage
Wicked in 4DX
Xfinity
Amy Tunick, founder of The Canteen, spent four years as Chief Marketing Officer of National CineMedia. She oversaw the launch of the first-ever 4DX cinema ad in the US for Xfinity, delivering a groundbreaking moment for a national campaign featuring the brand's alignment with the film "Wicked." We converted Xfinity's creative into a fully immersive format -- moviegoers enjoyed a multisensory experience where visuals and audio are accompanied by environmental effects such as moving seats, wind, water sprays, bubbles, and more. Xfinity hosted a private screening event which we filmed for compelling branded content, extending reach across PR, social and digital platforms. The cinema campaign drove massive ad recall and ranked #1 for brand opinion vs. the competition.
Area of Expertise
Integrated Marketing Campaign
Media
Campaign Coverage
Dallas Gas Station
TNT
To drive tune in for the ‘Dallas’ Season 2 premiere, Grey opened a ‘real’ Ewing Energies Gas Station in NYC, based on the fictional Ewing family in the show. We took over a real gas station and hosted a ribbon cutting with the talent – all in character from the show. As was appropriate of the conniving Ewing family, the prices at this gas station undercut the competition, and cars were lined up in Manhattan for miles to fill up for $.99/gallon. The buzz was massive, and this innovative experiential marketing program won two Gold and one Silver Cannes Lions.
Area of Expertise
Experiential & Talent
Media
Case Study Video
VIP Sundance Experience
National CineMedia
Amy Tunick, founder of The Canteen, spent four years as Chief Marketing Officer of National CineMedia where she oversaw an all-inclusive VIP client experience at the Sundance Film Festival. She evolved the annual program and ensured strong ROI by creating a more memorable, elevated experience that would strengthen client relationships while building the NCM brand. In 2025, we hosted the most premium, interactive experience to date with 100 clients. A jam-packed agenda with white-glove service and tactful branding included movie screenings with talent appearances, bobsledding and horse-drawn sleigh rides, a local wine tour, cocktail receptions, sit-down dinners, a private concert, and custom premiums. Clients especially enjoyed the pre-show during a private screening, literally cheering for their ads as they appeared in the theater!
Area of Expertise
Sales Enablement & Lead Gen
Project Imagin8ion
Canon USA
We developed a multi-platform campaign to drive brand love, loyalty and sales. It was based on the question “What if consumer photos could inspire a Hollywood film?” Anchored by a partnership with Ron Howard and a photo contest, the program included red carpet events, celebrity partners, film festival sponsorships, media (TV, OOH, digital, cinema), PR, and in-store activations. The winning photos inspired a 20-minute film directed by Ron's daughter Bryce Dallas Howard which premiered at the American Museum of Natural History and was short-listed for an Academy Award in the live action short category. Grey won multiple Cannes Lions and evolved the campaign over the next four years to include new iterations with celebrities mentored by Ron, new contests, events, PR and many more awards.
Area of Expertise
Integrated Marketing Campaign
Media
Case Study Video
#FindYourPark
National Park Service
Grey was chosen as the long-term agency partner to plan, develop and execute a multi-year campaign for the National Park Service Centennial, kicking off publicly in 2015, a year before the actual Centennial. The effort aimed to reintroduce the parks to Millennials (age 18-34 at the time). Amy Tunick, founder of The Canteen, led the campaign and client relationship with the National Park Service and National Park Foundation. #FindYourPark was launched by First Lady Michelle Obama with expansive activations including celebrities, musicians, branded content, live events, social and digital activations, stunts, sponsorships, licensed merchandise, fundraising, PR and in-park messaging. Stories ranged from historic places and national landmarks to urban and rural locations, with visuals and calls to action still featured in our national parks today.
Area of Expertise
Integrated Marketing Campaign
Media
Case Study Video
Cannes Lions
US Lions Community
Amy Tunick, founder of The Canteen, launched the US Lions Community during her tenure as Chief Marketing Officer of National CineMedia. NCM is the largest cinema ad platform as well as US Representative to Cannes Lions International Festival of Creativity. Amy believed that the ad industry would benefit from a platform tied to Cannes Lions that empowered and connected the rising stars with established leaders. This effort would also build a pipeline for NCM’s business among creative and media decision-makers, enabling her to lead organic discussions about the company’s storytelling, content, and experiential offerings where brands can engage with young, diverse moviegoers. Today the US Lions Community is comprised of 4,000+ past and present Young Lions competitors, jurors, and advisors, all connected through creativity, mentorship, networking, and thought leadership programs.
Area of Expertise
Brand Building & Lead Gen
Media
Case Study Video
