AMERICAN EXPRESS

With a growing interest in reaching Gen-Z audiences, AMEX wanted us to explore a few different creative spots that would capture the targeted demographic, while also being social friendly for smaller and quicker posts throughout different platforms. Also taking into account that Gen-Z loves fashion statements and bold aesthetics, we wanted to make sure that came through in final visual creative.

Role: Art Director

AGENCY: DIGITAS NORTH AMERICA

CONCEPT ONE
A young woman is checking her phone for the group chat updates. We hear pings and see texts pop up. It’s official…the trip is making it out of the group chat! Flights are being bought, dinners being enjoyed, songs being sung. All made possible by the Platinum Card from American Express. The end? The group jumping into the hotel pool, sharing their memories of the day. Because with the Platinum Card, they can finally live outside the chat.

Opening frame fades and we drop down to a young woman checking her phone, who’s thinking “This time it’s happening”, messages are popping in.

VO: The trip is making it out of the group chat.

Camera flips, we see the phone screen with our Platinum Card as the hero, she just purchased her flight, messages pop in

[SFX] Pings and clicking
On Screen Talent: OMG, it’s actually happening!!!

VO: With The Platinum Card®, everyone can enjoy access to over $1,500 in value annually with benefits across travel, dining & entertainment

Zoom into the card and then zoom out revealing different friends placing their card on the table.

[SFX] Cards land on table.

One holds up their phone for a group selfie. We cut to the POV of the selfie camera. Camera flips from “selfie” view to live view of a concert.

[SFX] band and singing
VO: So now group pics

2 from the group, come into view and jump into the air, as they come down they splash land into the pool scene

VO: Can be experienced together.

END CARD: Live outside the chat with the Amex® Platinum Card.

CONCEPT TWO
We see a lot of AMEX in the airport lounge. Gen-Z is thinking beyond that. Where to after they land? From concerts to dining experiences, they’re always looking to experience the next big thing. The Platinum Card is ready to be their inspiration. It’s going to take them to a world that has Gen Z written all over it.