Challenge: How can American Express use the excitement of dining at new restaurants and its connection to creating lasting memories to attract prospective Gold Card members to the promotional rewards that come with using their Cards during these experiences?
Insight: Gen Z and Millennial customers made up more than 75% of new premium accounts in 2023. These demographics enjoy creating new memories with unique dining experiences. A commercial showcasing exotic foods and locations, people enjoying each other's company and adventurous visuals would be appealing and enticing optics. I collaborated with Creative Directors, Art Directors and Copywriters in building the storyboard for the July 2024 "Uncover What's New" Gold Card Commercial.
Execution:
/ Graphic Design [Adobe Illustrator + Adobe Photoshop]
/ Campaign Concept + Marketing Strategy
/ Art Direction
/ Creative Direction
/ Storyboard Design
Role:
/ Studio Designer [American Express]
Execution:
/ Graphic Design [Adobe Illustrator + Adobe Photoshop]
/ Campaign Concept + Marketing Strategy
/ Art Direction
/ Creative Direction
/ Storyboard Design
Role:
/ Studio Designer [American Express]
'Uncover What's New' Storyboard
'Uncover What's New' Gold Card Commercia;
