From New York to Alberta: How a Viral U.S. Ad Agency Became Nenshi’s Secret Weapon: The Alberta NDP’s ambitious midterm relaunch does not begin in Edmonton or Calgary. Instead, it ignites inside a fast-paced creative loft in New York City, where one of America’s most-watched political ad shops is now actively shaping a Canadian political comeback.
Fight Agency—the progressive U.S. firm behind NYC mayor Zohran Mamdani’s viral “rose ceremony” ad—has become the unexpected engine powering Naheed Nenshi’s renewed public brand. Known for highly visual, emotionally charged storytelling, the agency specializes in turning long-shot campaigns into national moments. Now, it is directly deploying that formula for the Prairies.
Fight Agency’s Signature Style Hits Alberta
In U.S. politics, Fight Agency firmly built its reputation by merging digital virality with grassroots emotional resonance. Its ads are fast, cinematic, and unapologetically values-driven. They speak directly to core identity, struggle, and community pride. Consequently, bringing that approach to Alberta marks a strategic shift.
The NDP is decisively repositioning itself. It is no longer presenting only as the traditional opposition but is now launching a bold, future-focused political brand. As a result, the storytelling is sharper. The visuals are bigger. The message is unmistakably contemporary.
Transitioning this U.S. DNA into a Canadian context ultimately creates a new hybrid model of political communication—one that powerfully blends progressive authenticity with high-production marketing craft.
The Team Behind Fight Agency
Fight Agency’s strength comes from a powerhouse team reshaping modern progressive advertising. Rebecca Katz, one of the Democrats’ most effective strategists, has engineered major upsets including John Fetterman’s Senate win and Ruben Gallego’s historic victory in Arizona. She co-founded the agency in 2025 to champion bold, unconventional candidates.
Tommy McDonald, with 200+ successful campaigns across 30 states, is known for award-winning storytelling centered on real people. His work has been praised by The New York Times as a model for taking on Republicans.
Julian Mulvey, often called “Bernie’s ad genius,” created some of the most celebrated ads in modern politics, including Bernie Sanders’ iconic “America” spot and multiple prime-time films for the Democratic National Convention.
Morris Katz, a strategist drawn to long-shot races, helped turn Zohran Mamdani’s mayoral run into a national progressive breakthrough and led Dan Osborn’s high-performing independent Senate effort in Nebraska.
Eric Stern, a veteran strategist who wins in places Democrats aren’t supposed to, helped launch Ruben Gallego’s Senate campaign, served as deputy campaign manager for John Fetterman, and managed Josh Stein’s statewide victory in North Carolina. A sixth-generation Western Pennsylvanian, he builds campaigns around real-talk, working-class messaging.
Lynnette Jackson, Fight Agency’s Head of Operations, brings decades of experience in accounting, production, and project management. Her career spans Professional Video Services, Georgetown Post, and Devine Mulvey, where she supported major media operations with precision and discipline.
Nenshi’s Brand Reintroduction: Values, Vision, Velocity
Naheed Nenshi, the Indian-origin former mayor of Calgary, won the NDP leadership in a 2024 landslide and then returned to elected office in 2025 with renewed political momentum. Now, he is boldly undertaking one of the most critical political rebranding efforts in recent Canadian history.
In this high-stakes relaunch, Nenshi’s personal brand becomes the anchor. His track record on civic innovation and inclusive leadership offers rich storytelling ground. Therefore, the campaign positions him not just as a political leader, but as a movement-builder.
The message architecture strategically leans into:
- Optimism with realism
- Diverse voter engagement
- Economic transformation narratives
- A forward-looking “Alberta for everyone” promise
This is political advertising that intentionally treats voters like stakeholders—not targets.
Ottawa Liberals Add Strategy. New York Adds Spark. Nenshi Adds Voice.
What makes the relaunch truly remarkable is its collaborative architecture.
Behind the scenes, seasoned Ottawa Liberal strategists are meticulously shaping the political roadmap. They are handling data, voter segmentation, and messaging frames.
Meanwhile, the New York team dynamically injects creative firepower. They deliver visual storytelling, narrative arcs, and digital-first ideas designed for virality.
In the middle stands Nenshi, confidently defining tone and values with his signature blend of warmth, intellect, and clarity. Together, this tri-city alliance is effectively crafting a brand ecosystem that looks less like traditional politics and more like modern movement marketing.
A Rare Moment of North American Political Cross-Pollination
Political ideas often drift from the U.S. to Canada, but rarely in this form. This creative partnership is grounded not in imitation, but in active collaboration. The U.S. team is not simply exporting its playbook. Instead, it is co-creating a distinctly Canadian narrative.
This cross-border alliance clearly signals something bigger: Canadian political advertising is decisively entering a new era. In this era, innovation and digital emotional intelligence shape voter connection as much as policy does.
Why This Matters Now
As Alberta navigates economic transition and shifting political culture, the NDP’s relaunch marks a clear inflection point. The party is strongly signaling ambition, inclusivity, and readiness to meet a broader electorate where it is—online, diverse, and story-driven.
Ultimately, with New York’s creativity, Ottawa’s strategy, and Nenshi’s reenergized leadership, the Alberta NDP is not just refreshing its brand—it is actively redefining what political marketing can look like in Canada.
In this pivotal moment, Alberta politics dramatically meets American-style innovation. Not as an import. But as direct inspiration.
