CONSUMER

We led the global repositioning of American Express with our new idea "The Powerful Backing of American Express" and "Don't Live Life Without It," a platform that moved the brand from transactional to human. We partnered with creators and cultural figures whose stories reflected what the brand stood for, showing up in younger, more emotionally resonant ways and reframing Amex as a brand that backs people, not just purchases. The Lin-Manuel Miranda campaign alone contributed to a 26% profit lift and 1.6 Billion impressions.

Lin-Manuel Miranda

We reached out to one of the few creators with genuine multicultural, global reach, and the centerpiece of the consumer relaunch. We wrote the films, then sat down with Lin-Manuel directly to build the integrated campaign together: broadcast, social, and live experiences rooted in him and his community.

B2B

We then redefined American Express's B2B voice with our new "Don't Do Business Without It," campaign proving B2B creative can resonate as deeply as B2C. The "Shop Small" content series became a cultural and commercial phenomenon: Small Business Saturday drove 104 million shoppers and $17.8 billion in single-day sales, the highest on record, connecting Amex with a new generation of business owners. We backed small business in new and creative ways and made the businesses we work with part of the campaigns.

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.

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