There’s Nothing
Like Platinum.
The Best Card Just Got Better.
With a rise of competitive travel-based credit cards in the market, American Express was on a simple mission: to make the best card even better.
With new benefits like:
- a LTO Mirrored Card
- 175,000 Points Welcome Offer
- Over 3,500 in Annual Value
- 5x Points on Flights and Hotels
- $600 in Hotel Credits
- $400 in RESY Dining Credit
- $300 in 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 craft two :30 CTV spots that delivered on all our benefits AND create a massive brand library with only 6 shoot days in 2 locations.
(Oh, and did I mention we were simultaneously shooting two :30 DTV spots with a partner agency who travelled to Amex hotels and lounges all over the world? Or that we did all of this in 50% of the time as a traditional 360 campaign? At Amex, we are nothing if not efficient.)
Below is the teaser video, two :30 spots, and some of my favorite photographs from our time on The Big Island, Hawaii and Telluride, Colorado.
Teaser Video
Platinum OOH
CTV :30’s
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.
