A classic, reimagined
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A new Card for a new generation
The Challenge
How do you redefine an icon?
With a new design and fresh benefits that back what the Card’s target audience cares about most.
We created a suite of assets for press to launch
Lili Reinhart served as lead PR spokesperson, helping to drive strong campaign messaging across consumer lifestyle media and to her 20M+ followers on social.
Card Member influencers demonstrated the benefits and value of the Card.
Photographer Grace Bukunmi took over the American Express channels to humanize the Card benefits as a way to break the news.
Earning It
