Role: Social Lead (Creative & Strategy)
Overview: American Express was looking for a way to tap into a younger market with a series of videos and social content that focused on the passions of makers and doers. They wanted to use this platform (#PassionProject) to help inspire people to live out their own dreams.
The content showcased normal people who took their passions above and beyond the everyday scope of a hobby.
Their stories were real and resonant, helping to raise awareness of the brand while motivating people to share their own passion projects on social media. A series of tutorial videos—called “Do-torials”—from some of the people profiled helped to reinforce the can-do attitude of the campaign even more.