Platinum Refresh
The full relaunch of American Express Platinum. Not a refresh but a full repositioning. A declaration that Amex Platinum isn’t just a payment method but a key to a new world rich with opportunity and access.
Eight TVCs. Twenty-eight OLVs. Hundreds of OOH placements. Four countries, eight cities. Shoots at the Waldorf Astoria New York, Aman Kyoto, Mandarin Oriental Marrakech. A hand-painted mural in Williamsburg. A brand anthem built around access, aspiration, and the particular feeling of knowing the room is already yours.
The campaign beat Wall Street's expectations — billing $421B in Q3, growing cardholder spending 9%, and doubling account acquisitions within three months of launch.
Brand Anthem :30
We partnered with legacy establishments and modern restauranteurs, shooting on location at The Waldorf Astoria New York, The Chancery Hotel in London, Aman Kyoto, Mandarin Oriental Marrakech, Barclays Center, Tatiana by Chef Kwame Onwuachi, Delbar Atlanta, COTE Korean Steakhouse and Motherwolf LA.
“The card relaunch that beat Wall Street’s expectations, billing $421B in Q3, growing cardholder spending by 9%, and doubling account acquisitions within the first three months of launching.”
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
Agency: Dentsu Creative | Client: American Express
Director’s Cut
Dining Experiences
Travel
Business
Overall Murals - Hand Painted Mural in Williamsburg
