American Express is a global payments and lifestyle brand known for premium experiences, cultural partnerships and customer loyalty. Over the past 2 years I have been a part of team Amex UK and have had the opportunity to lead and collaborate on a multitude of projects and partnerships that have enhanced Brand visibility across platforms, such as TV, OOH, Podcast & Social.
What do some of these look like you may ask? Well, let me show you …
Your Summer Line Up Sorted with American Express
I had the incredible privilege to be an integral part of the taskforce for the first ever campaign that combined both Amex’s world-class experiences and benefits and bringing the connection between them to life. What made this Ad extra special was that, not only was it the first of its kind in terms of look & feel for Amex UK, stepping away from a traditional financial services tone of voice, but also it was soundtracked by Sola Guinto, one of our Amex Unsigned initiative’s artists.
Amex Unsigned is an initiative that backs UK grassroots venues and helps create breakthrough opportunities for emerging music talent through unparalleled access to live gigs, ad syncs and mentorships.
Throughout 2024 and 2025 we opened the doors for our artists to perform in front of incredible audiences at world-reknown festivals such as British Summer Time in Hyde Park, All Points East and Somerset House Summer Series by leveraging the relationships we have with our partners. We also featured and facilitated production for the second documentary series on the initiative streaming on Amazon Prime.
But the coolest part about this project was the opportunity to lead and direct the new creative strategy and of how Amex Unsigned is portrayed on Organic Social channels, starting with Instagram. The brief challenged us to educate our audience through engaging, edgy/underground music- like creatives while also respecting brand guidelines, but still highlighting the disruptive nature of an initiative like Unsigned. Below are some examples, but more content can be found at @americanexpressuk on Instagram.
UK Organic Social Media Lead
Starting January 2024, I took over as organic social media lead for the @americanexpressuk Instagram account bringing it from 50K to a current 95K follower count, by pushing the boundaries on strategy, storytelling, creative look & feel and introducing new features such as the broadcast channel that boosted engagement. I’ve had the opportunity to coordinate content series for Unsigned, British Summer Time, National Theatre of Great Britain, London Film Festival, Wimbledon, All Points East, Women of The Year Awards by Harper’s Bazaar, Formula 1, Fine Hotels & Resorts, London Restaurant Festival, Somerset House Summer Series …
My favourite highlight of all was shooting, featuring and editing a content piece for a Meet & Greet with Olivia Rodrigo for her Guts World Tour, where Olivia’s team granted me exclusive access to her soundtrack to overlay. A memorable career moment that led me to meet Olivia herself.
