American Express x Luar

To launch the new limited-edition White Gold Card, American Express partnered with renowned designer Luar and released limited-edition bags in the shades of the different Gold Cards. On social, the team and I at Day One Agency worked on the creative direction of the social shoots, and developed the platform and content strategy for the social content.

As a Social & Creative Strategist on the team, I spent time researching consumer, cultural, and social insights to help with the ideation process. I mainly drew inspiration from the popular Netflix show Bridgerton (and the hundreds of newspaper headlines and social posts) to pitch the concept of an elegant dining setting that would juxtapose the edgy, fun, and modern Luar bags, and ultimately connect to Amex Gold’s dining benefits. Resulting in a cloche-lifting, plate-spinning, White Gold Card and Luar bag social spotlight. Additionally, I along with my teammate, developed the platform strategy, outlining which assets would live where, what the flow of each asset would feel and look like, and what the copy for each asset would be.