American Express: Blueprint
Challenge: With the launch of Blueprint, a new suite of checking and lending tools, American Express was entering a category dominated by banks. The brand needed to build awareness, communicate detailed product benefits, and convince small business owners the products would be simple to use.
Insight: Small business owners don’t avoid financial tools because they lack value, they avoid them because they expect complexity. What matters most isn’t just access to capital, but how easy it is to manage money while running a business.
Idea: We connected Blueprint’s features directly to the day-to-day realities of running a small business. Instead of financial terminology, the campaign showed real working moments — managing cash flow, covering expenses, and planning growth. Emphasizing how the tools simplified those decisions and reduced friction.
Role: As Associate Creative Director, I led campaign development, shaped messaging and storytelling, presented work to client stakeholders, and oversaw creative execution across video and supporting social media content.
Outcome: The work introduced American Express into a new financial category with a clear, relatable narrative, translating complex product details into understandable value while highlighting the simplicity of using the Blueprint tools.
