Platinum Refresh
A card made not just for the rarest moments, but for every moment, elevating every move. Membership with Platinum elevates every move in life and business, every time you use it. So we put card members in the driver’s seat, offering a first-person perspective on what it looks and feels like to be a Premium member with access to the best restaurants, hotels, and experiences. Because to live a life like no other, you need a card like no other.
Eight TVCs. Twenty-eight OLVs. Four countries. Eight cities. One team. One dream. One massive campaign.
Brand Anthem :30
Agency: Dentsu Creative | Client: American Express | CCO: Julie Scelzo
Group Creative Director: Christina Pitsinos | Senior Art Director: Haleigh McMackin | Senior Copywriter: Kate Dearing
Director: Isaiah Seret | Editors: Paul Rogers, Bruce Herrmann, Rachel Butler
“The card relaunch that beat Wall Street’s expectations, billing $421 billion in Q3, growing cardholder spending by 9%, and doubling account acquisitions within the first three months of launching.”
Overall Murals - Hand Painted Mural in Williamsburg