American Express Business
Elbow grease and gumption.
A long-form documentary series with a global cast of celebrity entrepreneurs and small business owners, dedicated to inspiring and educating the business-owner community. Five episodes with trailers and a full suite social media content, this work made up Season Two — a bolder, more premium evolution of the first season’s journey.
Starring David Chang, Issa Rae, Ben Cohen & Jerry Greenfield, and Suneel Gupta. Made with Nonfiction Unlimited and Toyshop Studio.
Amazon Prime Featured Series.
Webby Awards Honoree, Unscripted.
AICP Next Award Shortlist, Branded Entertainment.
American Express Travel
Mini city guides.
A social campaign partnering with creators all over the world to highlight hidden gems in their city in Amex’s dining, hotel, and entertainment categories. Leaning into social-native trends, the concept “What we came for vs. what we can't stop thinking about” captured two sides of each city: the one everyone knows, and the one no one's talking about yet.
Each piece was supplemented with interactive stories on IG and saw 2-3x greater engagement per asset than previous creator-led travel campaigns.
American Express Membership
In your member era.
This paid social campaign celebrates members’ multi- layered identities and interests, while showing viewers how Amex enhances what they love with unique travel, dining, and entertainment expertise.
Using native internet-speak, this series combines punchy, maximalist collages and singular member moments that show off how Amex cards can serve whatever "era" their customers are in.
American Express x US Open
Honey deuces.
Social and digital coverage of the US Open and their longstanding partnership with American Express. Daily content for American Express and partner social channels featured experiential “fan center” activations, influencer collaborations, and brands like Ralph Lauren, Grey Goose Vodka, and Chillhouse.
This work tripled Amex’s impressions in comparison with the previous year’s coverage and also leveraged history-making buzz:
Serena’s final championship.
American Express
Digital taxi tops.
An OOH activation part of a larger campaign called “Don’t Live Life Without It.” This case film was used for award submissions.
Special Note: Hridi Kamal wrote copy for this project and also starred as the voiceover artist. She then became the resident “voice” of Mcgarrybowen.