I was enlisted to join the small team responsible for the global relaunch of American Express, featuring reboot of the brand's classic tagline,"Don't leave home without it."

 

Our goal was to reach the next generation of Card Members,

with everything from below-the-line to broadcast to digital outdoor. What started

as two-week freelance gig ended up lasting for thirteen months.

 

For lifestyle and business:

American Express
American Express
American Express
American Express

For features and financing...

American Express
American Express
American Express
American Express
American Express
American Express

In stadiums and arenas around the country...

American Express
American Express
American Express
American Express
American Express

And digital out-of-home advertising everywhere from the streets of Soho...

To the streets of Chicago.

And from your morning commute...

To your evening commute.

And during everything from home improvement shows...

To, of course, The Walking Dead.

And just because it's below-the-line

doesn't mean it should be below average.

American Express

And how's this for non-traditional advertising?

American Express
FIRE
Pro-Choice Public Education Project_edited
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