American Express - Global Reinvention
No one wants to hear that “Membership has its privileges” anymore. In case you hadn’t heard… “privilege” is not a popular word anymore. It’s no longer about exclusive clubs or exclusion in general. It’s about inclusive community and working together and experiencing the best life has to offer.
We created a whole new platform, “The Powerful Backing of American Express” and “Don’t Live Life Without It”. This gave us the opening to back the people and causes we care about and to celebrate community. And to partner with Creators, who care deeply about their communities too.
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 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.
Jose Pertillo
