Spinach World Multimedia




There are a lot of people out there who can point a camera at you and make a video.

Some of them have tricks and toys to make you look trendy. Some of them are familiar. Some of them are very good.  But here's why you might want to consider working with us at Spinach World:

Because your video needs to do more than just look great.  It needs to inspire action.  If it doesn't, you've wasted your money.

Your video is about more than just pretty pictures.  It's about your essence, your authenticity. It needs to deliver a compelling and focused message that connects with your target audience.  If it doesn't do that, all the tricks and toys in the world won't help.

That's what Spinach World offers.

We take a multi-platform approach to your communications needs, a necessity in today's overcrowded media marketplace. We know the difference between a valuable tool and a temporary trend. We understand that your project requires more than just a great video; it also requires an appropriate communications strategy to bring it to life.

Our tagline is our approach: Production. Perception. Personality.  We pair our production skills and perceptive producers with your personality to create a video and a strategy that work together.

Our deep experience - at major television networks, on award-winning documentary films, in music, in global corporate communications, and on the web - gives us an eye for the kinds of details and nuances that audiences respond to, but that less skilled producers often miss. Let us use our experience to benefit you.

Your success depends on how people respond to your video.  Do you just want them to see it, or do you want them to feel it and act on it?



Mark Westin

Spinach World's founder Mark Westin has created hundreds of hours of entertainment, news and multimedia content. His experience spans multiple genres, from network television to documentary film to live event production to the internet.

Mark's hands-on background in positions from writer to field producer to showrunner to development executive gives him a strong and diverse set of editorial and technical skills which enable him to create distinctive content that truly connects.

Key Credits (alphabetical):

American Desi: As Vice President of Programming, Mark steered the launch of the first English-language television channel for the South Asian community in the United States.

Beacon Independent Film Festival: The documentary film Grassroots Rock, which Mark directed, shot and edited, was an official selection at the inaugural Festival in 2013.

Court TV: Mark was the Los Angeles point producer for the OJ Simpson trial, responsible for all daily operations and primetime editorial content of one of the most-watched global news events in history.

Lucky Duck Productions: As Vice President of Production at Linda Ellerbee’s Emmy and Peabody Award-winning company, Mark supervised a broad range of long-form productions for major television networks.

MediaGroup Films: As Senior VP of Development Mark brought an established theatrical film company into the age of streaming video and webisodes. MediaGroup's drag racing documentary Fast Lane Summer won Best Documentary at the New York Independent Film Festival and the Platinum Aurora Award as Best Sports Film. Mark also field produced the documentary The Search for Sodom & Gomorrah on location in Jordan and Israel.

Metro TV: As a member of the senior team that conceived and launched Cablevision’s pioneering lifestyle channel in New York City, Mark created a programming structure and built a production staff that won multiple New York Emmy Awards.

MSNBC: Mark ran the primetime legal show The Abrams Report, created the “politics to pop culture” panel show Saturday Final with Lawrence O’Donnell, was Senior Producer of the biography series Headliners & Legends with Matt Lauer, and supervised Jesse Ventura’s interview show.

New York Film Academy: Mark is a former member of the New Media and Television faculty at NYFA.

Other production credits: Access Hollywood, Eye on America segments for CBS News, the syndicated magazine show Day and Date and the launch of Wall Street Journal television channel WBIS+.

Mark is an accomplished musician and composer with two film scores, three albums of original music and several soundtrack songs to his credit. This gives him particular insight when working with music and music-related content in live or conceptual settings.

Food and healthy sustainable lifestyles are other areas of expertise; Mark was responsible for development and production of all content on the food website Uncooked.tv and the alternative health site HolisticAnarchy.com, anchored by the late Annemarie Colbin, founder of the Natural Gourmet Institute.

Mark is a member of Mensa, a 25-year Taijiquan player, and a motorcyclist. He was born and raised in New York City and lives in the Hudson Valley.


Why is it called Spinach World?

This is a true story.

Once upon a time there was a department store in New York City.

It went by the name "Alexander's" and took up a full city block just south of Bloomingdale's, the trendy department store that remains to this day. Despite the luxe location, Alexander's was kind of a low-end store, and eventually went out of business. But even years after Alexander's had gone the building remained, standing empty, occupying a prime chunk of New York real estate.

Some years back, I had a dream that I owned a department store located on the former site of Alexander's. The store was called Spinach World, and sold only "spinach and spinach-related products".

What does that mean? Well. the "spinach" part is self-explanatory. Spinach World's buyers scoured the globe in search of premium spinaches and brought them back for sale in the store. And "spinach-related products" were simply those items that made the purchase of the spinach more enjoyable; for example, colanders and bowls (in which to wash and drain the spinach), spinach fettucine (to eat with the spinach), sauces and spices (to flavor the spinach), and cute spinach-motif plates (on which to serve the spinach). Utensils, hand towels, wallpaper; you get the idea. And of course, the Spinach Cafe for the lunching ladies.

How, you ask, could such a highly specialized department store stay afloat? Simple. In the public's eyes, if this gigantic store, located in the heart of the Big Apple, sold only spinach...why, it surely must be the finest spinach in the world! And in my dream, the wealthy and powerful flocked to Spinach World and made it an enduring success.

It's the only time in my life I ever woke up laughing out loud. But after that, I promised myself if I ever started a company of any kind, it would be called Spinach World. And so it came to pass.