Bringing a global lifestyle brand into the twenty-first century with culture-worthy stories and experiences.
The work: As a senior agency leader and VP of Story at Day One, I’ve helped American Express master the art of earned media to advance on its goal of becoming a leading global lifestyle brand. With one eye on the future and the other on steadfastly keeping the brand’s integrity, I’ve lead internal and cross-agency teams to create press-worthy earned media initiatives as well as multiple record-setting social media campaigns.
The New Color of Luxury
As part of the Day One team I helped Amex relaunch their traditionally travel-centric Platinum card as a true luxury lifestyle card that helps members get more out of dining, wellness, retail, art, and more. It all started with a July launch moment across all earned media channels and culminated with a multi-agency “Museum of Platinum” Instagram initiative during Art Basel that I created and spearheaded, and which repeatedly broke YoY engagement records.
Making All Feel Welcome
When it comes to their long-term brand values, Day One supports Amex in walking the walk with earned media content that brings those values to the front of the cultural conversation—like our short film series celebrating the visual artists creating Amex store signage that reflects the brand’s commitment to diversity and lets everyone feel welcome.
Bringing Card Members Closer to the Game
To announce Amex’s first NBA2k22 offer, we brought the digital court to the streets. Working closely with agency partners, we opened NBA 2K's first IRL shop, featuring exclusive digital swag and a launch party with NBA players facing off in game play streamed on Twitch to 450K fans.
Celebrating the Power of Shopping Small
Every year, Small Business Saturday is the centerpiece of Amex’s ongoing Shop Small initiative to support small businesses and rally consumers around the movement to Shop Small. 2021 was the program’s twelfth year, and this year’s Small Business Saturday was the biggest yet. As part of our earned media efforts, I concepted the Shop Small receipt, which Amex gave out to anyone supporting small businesses on that Saturday—an initiative now championed by our clients as exemplar for audience engagement.
Stopping Amex Fans in Their Scroll
Social media audiences flock to American Express’ owned channels to hear the latest brand news, get Amex’s point of view on culture and lifestyle, and get inspired by new ways to use their cards to get the most of out life. As Story lead on the Day One team, I guide the team in ideating on-brand content series, help craft the editorial calendar, and partner closely with client on storytelling approaches that turn broad brand goals into culture-worthy, social-first moments.
