CONSUMER

Led the global repositioning of American Express with the launch of “The Powerful Backing of American Express” and “Don’t Live Life Without It”—a bold new creative platform that redefined the brand for a modern audience. This shift allowed us to spotlight community, connection, and cultural relevance, empowering Amex to show up in more human, emotionally resonant ways. We partnered with creators and community leaders whose work reflected the brand’s values, driving engagement through storytelling that felt both personal and expansive. The campaign unlocked new brand affinity, expanded reach among younger audiences, and reinforced Amex’s identity as a brand that backs people, not just purchases.

Lin - Manuel Miranda

The world’s most beloved Mega Creator and Influencer. One of the few who appeals to a multi-cultural global audience. I wrote the TV and Films and was lucky enough to be able to sit down with him and write together a whole integrated approach to this campaign including films and experiences about he and his community and so much more. This was a real highlight for me and also a truly successful campaign on every level.

Pharrell

Another Creator and Influencer who is appealing to almost all humans on the planet Earth. Pharrel was part of the "Unstaged" Concert Series, live-streamed and providing exclusive access. He participated in Special Events and Performances including special live performances and appearances at high-profile events designed to offer exclusive access and unique experiences to Amex cardholders, further enhancing the value of being an American Express member. The partnership extended beyond live performances to include music and lifestyle initiatives. Pharrell's influence and creativity were leveraged to create experiences and content for American Express's audience, aligning with the brand's emphasis on offering unique benefits to its customers.

We communicated our commitment for powerful backing for our customers (and potential customers) in travel and experiences at every step of the consumer journey, We utilized TV, Films, Concerts, PR events, but we also focused on content marketing through blog posts, articles, SEO, social media marketing, and digital ads to attract a broad audience. We used email marketing with specific backing offers, lead magnets like eBooks and guides, and webinars on personal finance support etc. We provided customer testimonials, and virtual demos and sent personalized follow-ups with special backing offers, We highlighted third-party reviews of others who got backing from Amex, detailing product information on their site. We also streamlined the online application process and offered robust onboarding support. Finally, we focused on exceptional customer support, promoted loyalty programs and encouraged referrals through bonuses and incentives.

B2B

Redefined American Express’ B2B voice with the “Don’t Do Business Without It” campaign—delivering record-breaking acquisition numbers and proving that B2B creative can resonate just as deeply as B2C. Our “Shop Small” content series became a cultural and commercial phenomenon, driving 104 million shoppers and $17.8 billion in sales in a single day. We created emotionally compelling work that elevated entrepreneurship, celebrated small business resilience, and connected Amex with a new generation of business owners rewriting the rules.

We also created proximity campaigns - geolocating ads on digital billboards (ie.taxi tops) to help businesses near by during the campaign. The ads would change depending on which businesses were nearby in proximity.

We placed the content to meet people in the places where life and business intersect, across mobile channels, in more than 20 different podcasts, within file-sharing tool WeTransfer and other business tool sites.