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 dreams.

The content showcased ordinary people who took their passions above and beyond the everyday scope of a hobby.

Their stories were real and resonant, helping to raise brand awareness while motivating people to share their passion projects on social media. A series of tutorial videos—called “do-torials”—from some of the people profiled helped reinforce the campaign's can-do attitude even more.