American Express tasked us to come up with a refresh for the iconic Platinum card to live in both airports and cityscapes across the nation. Boasting some new and exciting Card Member benefits, we wanted to create a campaign that not only reflected the desirability of the hefty metal card itself, but the lifestyle that comes with it. Sleek product shots, illustrative textures, motion, warmth, color, relatable subjects, and idyllic locations tie together the essence of Platinum in all its glory.
This campaign launched during the US Open and included TV spots, painted walls, print, digital OOH, and airport signage across all major US cities and 50+ airports.
Product Photography: Craig Cutler in New York
Lifestyle Photography: Christopher Anderson in Los Angeles
Director (Video): Nina Meredith
Creative Team: Julie Scelzo, Justin Walsh, Brian Swan, Garam Park, Rebecca Albert, Sam Woznica