American Express: Merchant Social
Challenge: American Express offers small business owners tools, education, and curated deals to help them run and grow their business. But awareness among merchants was low.
Insight: Small business owners don’t need more encouragement, they need easy to access support.
Idea: We turned AmEx social into a solutions-led, storytelling platform. Content featured real merchants and demonstrated how simple it is use American Express offers in their day-to-day operations. Shifting the brand from advocacy messaging to visible business partnership.
Role: As Associate Creative Director, I developed the concept, defined voice guidelines, and wrote and directed the videos while overseeing ongoing content with writers, art directors, and social teams.
Outcome: The work provided a scalable way to communicate merchant benefits year-round, turning abstract brand support into clear, practical value for small business owners.