Capital One small business TV campaign
“Masienda” and “Antonelli’s”
Director / Editor: Doug Walker
Caruso Company produced a two-spot TV campaign for Capital One’s small business platform, directed and edited by Doug Walker. The campaign features Antonelli’s Cheese Shop in Austin, Texas, and Masienda, highlighting two distinct businesses and how they use Capital One Spark Cash to support growth and day-to-day operations.
Each spot is built around the voice of the business owner. For Masienda, founder Jorge Gaviria speaks to the company’s focus on sourcing heirloom corn from Mexico and supporting traditional farming practices. The film connects that foundation to how the business continues to expand, including product development and new tools, with cash back rewards helping fund research and innovation.
The Antonelli’s Cheese Shop spot centers on founders John and Kendall Antonelli, who describe building their business from a small neighborhood shop into a broader operation that includes retail, events, e-commerce, and wholesale. Their story focuses on community, growth, and reinvestment, including using cash back rewards to support employee healthcare.
The approach across both spots is consistent: simple, interview-led storytelling supported by observational footage of each business in action. Walker keeps the direction straightforward, allowing the owners to speak in their own words while the visuals show their environments—kitchens, storefronts, staff, and customers.
Filming on location was key to grounding each story in a specific place, from Masienda’s production spaces to Antonelli’s presence in Austin. The differences between the two businesses provide contrast while maintaining a unified structure across the campaign.
In both pieces, the Capital One product is integrated through real use cases rather than demonstration, tying rewards directly to business decisions and outcomes. The result is a pair of spots that focus on the people behind the businesses and how financial tools support their ongoing growth.
