AMEX PLATINUM
& GOLD
Revamping the two most iconic Amex Cards for the next generation with a campaign that celebrates life lived passionately. We created immersive worlds of travel and dining filled with joyous, thrilling, and truly fun experiences. They were a hit.
The ads worked. I signed up for my first Platinum Card.
The story above is deeply personal to me. As the daughter of a Greek immigrant, writing a spot about going to explore the motherland felt like a real “made it in America” moment. I hope everyone gets to feel such joy.
Lil’ Kim was into it.
Much like the Queen Bee, Platinum was gone for a minute. But is back and better than ever.
“The Next Big Moment” was the first time Lil’ Kim ever let her music be used in an ad — And “the Jumpoff” made the spot. People went bananas. And Kim loved the work so much she reposted it.
If my 8th grade self could see me now…
Music was always a main character. From 80s Nigerian funk to 90s bangers to unreleased indie tracks, YouTubers and Redditors were raving about our soundtrack.
Credits
CCO: Julie Scelzo
GCDs: Christina Pitsinos, Alyssa Ollis
ADs: Jake Leber, Brian Swan, Ana Mitchell
Copywriter: Ayanna Costley
Producer: Celia Everett
Director: Isaiah Seret // Biscuit
Editor: Hank Corwin, Paul Rogers, Bruce Herrman, Rachel Butler // Lost Planet
DP: Guillermo Garza, Jackie Bao, Marcell Rev, Bradford Young, Roman Vasyanov
Colorist: Joseph Bicknell // Company 3