American Express
Ad Campaign Design
American Express is a financial giant founded in 1850 and is head quartered in New York City. Amex offers a variety of products and services, with a world class brand and reputation for quality and customer service.
Dentsu was tasked with effectively communicating the customer benefits of the Amex platinum card, and in particular their loyalty points scheme, I defined the look of the print campaign.
The card is for business.
The points are for pleasure.
The concept developed by Dentsu for the campaign was 'The card is for business. The points are for pleasure'. I was briefed with tackling this duality using spliced photography that communicated both sides of the story. I started by creating a number of image arrangements using stock photography and placing them on a dark Amex blue. This informed the final shoot, expertly directed by Joe Stamp and further defined the distinct look of the adverts themselves.
I employed a minimalist approach and let the imagery convey the central message. The imagery was supported by clean simple typography
