American Express:
Shop Small Saturday
My Role
Creative Direction
Design
Social Production
Overview
How do you set out to make an Amex legacy event relevant to the TikTok generation?
American Express is at the forefront of championing small businesses globally. In 2010, the brand created Small Business Saturday, an annual tradition encouraging consumers to do more of their holiday shopping at independent retailers. Central to the movement Amex created over 13 years ago is the idea that every purchase a shopper makes from a small business is a contribution to their community.
While the youngest members of GenZ were born after the inaugural Small Business Saturday, the tradition’s purpose aligns with this generation’s approach to spending and supporting communities more than any other generation. Next Gen shoppers see what they consume as expressions of their values and see every purchase as an opportunity to cast a vote with their wallets.
Shop small and bring in the change
Chloe Bailey is a Grammy-nominated, rising star in the music world. With four million monthly listeners on Spotify and 3.2 million followers on TikTok, she was the perfect partner to create an original soundtrack for Small Business Saturday.
Chloe created a :15 second original TikTok sound that celebrated shopping small joined with a “ca-ching” transition sound. The familiar TikTok construct prompted others to chime in with their versions to show off their Shop Small hauls and join in on the Small Business Saturday tradition.
The #ShopSmallSoundtrack
was a hit
Gen Z shoppers could discover an enormous array
of retailers and the gems each offered.
1.9M impressions with 92,600 total engagemente
8.13% engagement rate. Double platform average.
4519 personal anthems across creators, shoppers and small businesses.
American Express:
Organic Path Forward
My Role
Creative Direction
Art Direction
Design
Social Production
Photographer
Overview
We share experiences and tell our audience about new ways to explore the world, their city and their local community.
Embarking on an innovative collaboration with American Express, my team and I spearheaded the development of a groundbreaking work stream aimed at revolutionizing their social channels. By meticulously curating content that embodies the essence of Amex, we ignited unparalleled engagement with our audience. Every creative endeavor was meticulously fine-tuned, guaranteeing clarity and resonance. Recognizing the dynamic pace of social media, we swiftly adapted, ensuring our presence remained as vibrant as the platform itself. Rapid implementation of insights was our mantra, propelling us to immediate action. Our global network of creators became the driving force behind this transformation, propelling the brand to unprecedented heights on social media, and forever altering the way Amex connects with its audience.
Creator:
Jessica Dominguez
Assignment:
Best Day: Florida Keys
Creator:
Paola Velazquez
Assignment:
Must See: Mexico City
Creator:
Fritz Bacon, Reagan Petrehn
Assignment:
Must See: Mexico City
Creator:
Reagan Petrehn
Assignment:
Best Day: Lisbon
American Express:
Business Class The Series
My Role
Creative Direction
Art Direction
Design
Social Production
Photographer
Overview
How do you engage small business owners in a way that actually helps them become better at what they do?
Hidden from the limelight, a treasure trove of resources awaits small business owners within American Express's arsenal. Upon delving into numerous articles, a collaborative spark ignited between us and American Express, birthing a visionary idea – to transform this wealth of knowledge into a captivating reality. Envisioning an extraordinary host, we set our sights on a globetrotting journey to engage with the paramount figures in the small business realm. These influential SBOs hold the keys to the game's success, and we were determined to unlock their insights for all to behold.
A whole new way of approaching the big questions of business
My team and I had the awesome opportunity to team up with the fantastic folks over at NON-FICTION Productions to turn this dream series into a reality for American Express.
