Client: Amerrican Express Meetings & Events
My part: Concept, Art Direction.
Copy: Daniel Campi.
Design: Jordi Surribas.
My part: Concept, Art Direction.
Copy: Daniel Campi.
Design: Jordi Surribas.
Animation: María Álvarez Miguel.
Music: Matthias Grewelding.
VoiceOver: Onda Estudios
Music: Matthias Grewelding.
VoiceOver: Onda Estudios
American Express Meetings & Events had recently launched their EMEA creative team, a new unit designed to work alongside the planning and logistics department in crafting creative themes and concepts for corporate events. The ambition was to transform each event into a cohesive journey, guiding participants from the pre-event phase all the way through to post-event follow-up. With this expanded service offering, Amex needed to communicate the full value of their capabilities to both prospective and existing clients, shifting the perception from simple event coordination to the delivery of a truly immersive 360º experience.
Our challenge was to develop a video concept that would equip the sales team with a powerful storytelling tool. The video had to clearly articulate the advantages of Amex's integrated infrastructure while painting an aspirational vision of what event planning could become when elevated by a dedicated creative layer.
We kicked off the project with a series of brainstorming sessions, collecting visual references and evaluating various formats that could effectively bring the brief to life. The core idea was to craft a piece that balanced striking visuals with a clear narrative arc, walking the audience through each step of American Express' formula for delivering memorable events. Given the inherently collaborative nature of the work, where multiple departments bring their expertise together for every single event, we landed on mixed media as the most fitting visual language. It allowed us to convey both the creative energy and the open, boundary-pushing culture that defines the Amex approach.
Our challenge was to develop a video concept that would equip the sales team with a powerful storytelling tool. The video had to clearly articulate the advantages of Amex's integrated infrastructure while painting an aspirational vision of what event planning could become when elevated by a dedicated creative layer.
We kicked off the project with a series of brainstorming sessions, collecting visual references and evaluating various formats that could effectively bring the brief to life. The core idea was to craft a piece that balanced striking visuals with a clear narrative arc, walking the audience through each step of American Express' formula for delivering memorable events. Given the inherently collaborative nature of the work, where multiple departments bring their expertise together for every single event, we landed on mixed media as the most fitting visual language. It allowed us to convey both the creative energy and the open, boundary-pushing culture that defines the Amex approach.
Throughout the production, I took on the role of coordinating the various moving pieces, collaborating with team members, reaching out to sound studios, casting VO actors, and looking for musicians to compose a score that would amplify the emotional resonance of the film.
Rather than producing a generic video that applied to every client equally, we wanted to empower the sales team with a more tailored solution. To that end, I built a flexible system that enabled quick and easy customisation of colours and logos. With just a few adjustments, we could generate a unique version of the video for each client, making the pitch feel more personal and ultimately increasing our chances of winning new business.
