Group Lead and Writer as our team completely relaunched the Amex brand all over the world creating it's largest global campaign ever and redefining what the company is all about in the modern world. The message was that American Express is all about BACKING AND SUPPORTING people with passion and changing from “Don’t leave home without it” to a more transformational and experiential “Don’t LIVE LIFE without it. “ This was a "democratization of the privilege" that resonated with audiences worldwide.

We found that the the way people live and work was completely changing and far more interconnected and there was an opportunity for American Express to get behind them and be a part of their support system. We celebrated this new reality with the "Powerful Backing of American Express" campaign.

Through action and experiences in both B2C and B2B. American Express invested millions backing the art and music industry over the next 12 months offering music businesses, artists and fans the chance to access financial support, mentorship or other tools to help them succeed. The grant also connected music fans with their favorite bands, rewarding them for their support of the live music scene.

The “Powerful Backing: Don’t Do Business / Don’t Live Life Without It” global campaign, backed ‘up and coming’ local artists by giving them larger than life canvases across London, New York and Los Angeles. “The Backing Billboards by American Express” showcased artists work on hand-painted billboards in their local cities with the goal of taking their art and careers to the next level.