To shatter the "too premium" stigma facing American Express in the UK, the Summer of Amex campaign repositioned the brand as a high-octane gateway to iconic moments like Wimbledon, Formula 1, and major music festivals. Through an integrated rollout across CTV, DOOH, TikTok, and Reddit, we shifted perceptions from distant exclusivity to front-row energy.
As Design Lead, I helped deliver Amex’s most successful international work of 2025. I partnered with art direction to establish the campaign's visual identity and built a scalable design system for 100+ assets, driving 161M social impressions. Simultaneously, I led a team of five on the Wimbledon account, directing 25+ large-scale experiential and OOH activations that generated 1.5M engagements and a 65% increase in prospect consideration.
[ INFO ]
[ YEAR ]
2025
-
-
-
-
Item description
-
Item description
[ TEAM ]
[ ROLE ]
Campaign Design OOH + Production Design
The Campaign Identity
[ 01—SYSTEM ]
Summer with Amex isn’t just about big events—it’s about sensory, fleeting magic. To bring this to life outside of video, our OOH strategy relied on dynamic image juxtaposition. By layering quiet, intimate details over high-octane crowd energy, the visual system proved that Amex doesn't just grant access to the UK's biggest moments—it unlocks the feeling behind them.
Wimbledon
[ 02—EVENT TAKEOVER ]
For Wimbledon, I led the design of a city-scale brand experience, translating the Summer of Amex identity across a wide range of physical and digital touchpoints. From a full stadium takeover to high-impact OOH placements across London, the work was designed to meet audiences at every stage of their journey—on the ground, in transit, and inside the event itself. I ensured consistency across formats while leading a team of senior designers through a fast-paced delivery across an evolving landscape of regulatory requirements.
