CREATIVE / ART DIRECTOR
AMERICAN EXPRESS EXPERIENCE*
Insight: We live in the most connected era in history. Where the line between real and digital life continues to blur. Where we live life through our cell phones instead of in real life.
The idea: To launch the new American Express campaign, “Don’t live life without it”, we created an immersive multi-sensory installation. Where all the things you normally like and scroll past every day became real.
We identify the most 4 liked #hagstags of Instagram we brought them to life so people could actually live life in real life.
#Food #Travel #Selfie #Puppies
The results 789,000 Instagram engagements, 1.91 billion campaign impressions, and the experience were global in many other countries.
*Case study in working progress and this idea will be submitted to awards soon.
The journey was a metaphor of what we do when we navigate through the internet. The waiting area was a buffering room, and each different experience was connected by tunnels which lead you to a real size Instagram feed.
We brought a rainforest inspired by a popular destination in Costa Rica. We filled the room with real plants creating organic photo moments throughout.
We created the Amex Cafe Automat. We designed a wall of tablets where people could reach into the internet and have some of those viral foods they've always wanted to try.
Why filters when your real you is better? We created the #nofilter station where all the filters were made with real lights curated by Jonas Crow.
There were three different photo setups, each with a unique effect.
We created an over-size puppy room and brought rescue puppies that were looking for homes, and 6 of them actually got adopted.