American Express.
Campaign creative direction and photography for American Express at the Canadian Grand Prix. Three days of brand activation coverage across two branded environments.- Engagement
- Bloom — Campaign Creative Direction
- Services
- Creative Direction, Event Photography
- Sector
- Finance
- Years
- 2025
The Client
Three days, two environments, and what being a cardmember feels like.
American Express at the Canadian Grand Prix.
What Was at Stake
Real cardmembers could not appear. The whole story rode on casting.
Real cardmembers could not appear, so the story rode on casting. We brought two professionals from our own network who are exactly who Amex is for, and directed their look, tone, and character.
Two opposite worlds, one brand: Maison Amex was quiet composure, the circuit was spectacle. We directed the talent across that arc and delivered the first set by 8:56 the same evening.
What Changed
A co-post to nearly 800,000 followers, then to print.
The lead image ran as a co-post to nearly 800,000 across Amex's channels, over 30% above the account's engagement average. Fashion Magazine featured the set in print and online. The client: "These are awesome. Great work."
featured in print and online, from a set co-posted to nearly 800,000 across Amex's channels
Credits
- Creative Direction & Photography
- Nicolas Abou
- Production Agency
- Notch Video
- Client
- American Express
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