THERE’S NOTHING
LIKE PLATINUM.
With more competitive travel cards in the market than ever before, American Express was on a simple mission: to make the best card even better.
With new benefits like a LTO Mirrored Card, a 175,000 Points Welcome Offer, over 3,500 in Annual Value, 5x Points on Flights and Hotels, a $600 Hotel Credit, $400 RESY Dining Credit, $300 lululemon Credit, $300 Digital Entertainment Credit, $200 Oura Ring Credit, $200 Uber Cash Credit, $120 Uber One credit, and access to the World’s Largest Lounge Network, our goal was less simple: we needed to fit as many benefits as possible into two :30 spots AND create a brand asset library of all our benefits with only 6 days on set.
Below are the two spots, as well as some of my favorite photographs from our time on The Big Island, Hawaii and Telluride, Colorado.
Platinum Card
Brand Library.
2 destinations: the Big Island, Hawaii + Telluride, Colorado
12 hero models: real people in the Gen Z + Millenial audience
40 hero setups: shot horizontally and vertically with the mirror and standard card
10 Platinum benefits: LTO Platinum Mirrored Card, $3,500 Aggregate Value, 175,000 Point Welcome Offer, 5x Points on Flights + Hotels, Hotel Credit, Resy Credit, Uber Credit, Uber Cash, Lululemon Credit, General Retail Credit.
14,000 pictures taken. 6 total shoot days.
2 weeks post-production: to retouch, templatize and release all assets for launch.
300+ platform-specific assets: created for Facebook, Instagram, Pinterest, LinkedIn, Reddit Youtube and Rich Media.
1 very exhausted and proud Creative Director.
