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Projects

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AMEX X CHLOE BAILEY

Social Activation - Paid/Organic

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Client

American Express

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Deliverables

Song 

Video 

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Project Details

Amex works with Chloe Bailey to develop a song to increase awareness on Shop Small. Shop Small encourages consumers to shop small businesses in their local community or online. We worked with Chloe Bailey in the studio to develop this song with the purpose of providing consumers with a trendy song to use as their audio on their Instagram Reels and Tik Tok Videos. We had Chloe feature small businesses in her video as well to showcase how everyone can Shop Small.

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Value Added as a Project Manager

  • Tracking strict timing to ensure we meet campaign deadlines

  • Working closely with the legal team to ensure the lyrics/copy of the song are compliant, authentic, but trendy.

  • Ensure proper usage of hashtags, copy on screen, video cuts to align with the overall strategy 

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AMEX X COACHELLA

Social Activation - Paid/Organic

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Client

American Express

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Deliverables

Creative Ideation (up to 3 concepts)

Social Visual ID that will sit across all Festival work for 2023

Social Activation - Microsite(Chat Bot)

Organic/Paid Social Assets(Video): - Instagram Story, Instagram In-Feed, Facebook, TikTok

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Project Details

Amex gets Gen Z and Millenials excited to celebrate 2023 Festival season by amplifying festival lifestyle moments to build community through self-expression and individuality. We created a status generator chat bot called Amex Away Message (AAM) on a microsite that is inspired by AIM/AOL Messenger during the Y2K(Year 2000s) era in which will generate the perfect status for any social post. This interactive experience can drive reach and scale for both concert-goers and fans at home. This nostalgia tech leans on driving PR buzz with a unique brand experience using old and new technology.

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Value Added as a Project Manager

  • Lead and managed multiple work streams and deliverables 

    • ​Establishing the visual identity

    • Track the social activation for the chat bot (creative & tech)

    • Ensure contractual and paid assets are completed on time to ship

  • Ensured team meets all milestones and deadlines by paralleling most processes (Ideation to completion is a total 2 month sprint with a 2 week tech dev time)

  • Worked closely with business affairs to ensure there were no legal hiccups in the language and design elements.

  • Increased efficiency by reaching out to the full agency so that we would have all hands on deck to write Y2K copy statuses to help create a variety of statuses that the user may be able to generate depending on their interest in food, music, dancing

  • Increased project success by resourcing additional creative team members to animate & design as needed

  • Worked closely with production to outsource ways we can add the final touches of nostalgic sound effects such as the AIM door opening, door closing, beeps, and the lovely dial up loading sound

  • Developed and monitored budget FEE and OOP to ensure we do not burn over 

  • Communicated daily priorities and EOD checkins to internal team and client services

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Campaign Results​

  • Increased brand consideration for prospects 

  • Reached and engaged among Gen Z and Millennials Card Members

  • Utilized technology in an innovative way to hyper personalize 1:1 experience or payoff 

  • Provided value for in person and at home audiences for both prospects and Card Members

  • Paid Media - Total Impressions: 24.4M TikTok and 88.3M FB/IG

  • Paid Media - Total Engagements: 350.7K TikTok and 4.2M FB/IG

  • Microsite - 20K Page Views, Over 500 social shareouts

Team

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Project Manager

Diana Yeung

 

Creative

Creative Director, Art - Joe Danluck

Creative Director, Copy - Nick Hammack

Associate Creative Director, Art - Nancy Nystrom

Associate Creative Director, Writer - Zach McKinney

Designer - Devin McGuire 

Animator/Editor - Dan Rowan & Juan Mont

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Technology

Chief Technology Officer - Lawrence Edmondson

Creative Technologist - Stuart Rentzler

Technology Lead - John Reposa & Carlo Montagnino 

QA - Muhammad Gondal 

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Strategy

Associate Director, Strategy - Bree Patrick

Senior Strategist - Darren Nesbitt 

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Team

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Project Manager

Diana Yeung & Amanda Abruzzese 

 

Creative

Creative Director, Art - Nick Jackson

Creative Director, Copy - Matthew Kelsey

Animator/Editor - Dan Rowan & Juan Mont​

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Strategy

Associate Director, Strategy - Bree Patrick

Senior Strategist - Darren Nesbitt 

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AMEX: Elevated Membership

Social Campaign - Paid â€‹

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Client

American Express

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Deliverables

Creative Ideation (Up to 3 Concepts, 4 Content Creators & 2 geographical locations)

Social Videos: Instagram In-Feed, Instagram Stories, Tik Tok, 

Project Details

The Elevated Membership campaign shows how Amex's travel, dining, and entertainment benefits opens the portal to possibilities among Millennial and Gen Z Prospects. We captured content under the entertainment pillar to show current and future members how Amex supports and celebrates their NextGen consumer's ever evolving journey through platform native, thumb-stopping, culturally relevant, paid social ideas. Our content allows you to tap through a scene to change your vantage point. Showing different perspectives of epic experiences makes our audience feel like they're in the driver’s seat of what it’s like to be #withAmex. We deliver on the Amex promise of powerful backing by putting emphasis on the most memorable moments are when you're #withAmex.

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Value Added As a Project Manager

  • Ensure creative concepts align with the brief

  • Communicated daily priorities and EOD checkins

  • Working alongside legal team to ensure we have all the licenses and permits needed 

  • Working alongside production team from pre-pro to post-pro to manage the content creators and logistics 

  • Minimized cost by reducing editing rounds through internal checkins for feedback and utilizing proper annotation tools

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Campaign Results

  • Increased engagement to maximize brand relevance 

  • Prioritized and emphasized next generation (GenZ/Millennial) prospects to build brand consideration and brand value

  • Increased awareness and curiosity to explore American Express membership benefits 

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Team

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Project Manager

Diana Yeung

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Creative

Creative Director, Art - Nicholas Jackson

Creative Director, Copy - Matthew Kelsen

Associate Creative Director, Art - Olivia Cooper

Senior Writer - Christopher Wilson

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Production

Producer - Nolan Rosemond

Videographer/Content Creator - Shafik Kadi

Senior Video Editor - Sage Paddock Reid

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AMEX: ORGANIC "MUST SEE" TRAVEL SERIES

Social Campaign - Organic

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Client

American Express

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Deliverables

Social Videos: Instagram Reels, Instagram Stories

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Additional Background

Website: https://www.americanexpress.com/en-us/travel/discover/get-inspired/Trending-Destinations

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Project Details

The "Must See" travel series includes the trending destinations that people are looking to explore. The Trending Destinations itineraries highlight ways to spend that time, ensuring Card Members get the most out of their trips. For Phase 1 we covered Mexico City, Florida Keys, Syndney, Paris, Copenhagen. We were responsible for reaching out to creators, managing logistics, developing shot lists, and ensuring the content that is captured aligns with the brands vision. 

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Valued Added as Project Manager

  • Managed multiple timelines for each city as the partners and creators had different availabilities 

  • Communicated daily priorities for each city and included EOD checkins

  • Worked alongside production team to ensure we acquire all licenses, sign-offs needed for each shoot for each location for each influencer

  • Developed and monitor FEE & OOP to ensure we do not over burn

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Campaign Results

  • Tapped into the Gen Z/Millennial demographic 

  • Increased website traffic to the American Express travel site

  • Connected with consumers on food, travel, and entertainment 

  • Increased brand awareness on the benefits of American Express Card Membership while traveling

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Team

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Project Manager

Diana Yeung

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Creative

Associate Creative Director, Art: Kayleigh Hanlon

Associate Creative Director, Copy: Alex Katz

Senior Art Director: Luzdivina Ruiz

Senior Copywriter: Hridi Kamal 

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Strategy

Senior Strategist: Darren Nesbitt

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