American Express.
- American Express Canada /
- Campaign Creative Direction /
- 2025
featured in print and online, from a set co-posted to nearly 800,000 across Amex's channels
The Client
Three days, two environments, and what being a cardmember feels like.
American Express at the Canadian Grand Prix. Three days across two branded environments, with every image built to show what being a cardmember actually feels like.
What Was at Stake
Real cardmembers could not appear. The whole story rode on casting.
Real cardmembers could not appear, so the whole story rode on the casting. We brought two professionals from our own network who read as exactly who Amex is for, and briefed them on tone and character through a dedicated presentation before the client signed off each look.
Then we built two opposite worlds into one brand. Maison Amex was quiet composure. The circuit was spectacle. We treated each as a chapter in the same story and directed the talent across that arc. Every image was going to social, press, and paid within hours, with no room for reshoots. We delivered 210 edited images, the first set sent by 8:56 that same evening, six hours after the shoot, so the team could publish while the energy was still live.
What Changed
A co-post to nearly 800,000 followers, then to print.
The lead image ran as a co-post across @americanexpress and @amexcanada, a combined audience near 800,000. The set was featured in Fashion Magazine in print and online. The lead agency placed the images on their own Amex case study page. Social engagement on the post outperformed the Amex account average by over 30%. The client's response after the first delivery: "These are awesome. Great work."
featured in print and online, from a set co-posted to nearly 800,000 across Amex's channels
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