Challenge: Under its “Powerful Backing” positioning, Amex looks to back those who live life forward to help them achieve their dreams. How can we help prove this to the world?

Solution: We launched #BackingBillboards. A program to support local up-and-coming artists by giving them large outdoor spaces so they can showcase their art to the world with the Powerful Backing of American Express.

Results: The campaign achieved over 12 million views on social media and placed the brand’s social responsibility efforts at the center of the conversation.

By using American Express’ new tagline, Don’t live life without it, and taxis’ GPS systems, we served geo-targeted ads on NYC taxis that change messaging depending on their location. Whenever the cabs pass the location of a designated American Express merchant, the technology then taps into the cab’s GPS system and serves the correct ad for that company on top of the cab.

Given the opportunity to work on the co-sponsorship between the US Open and American Express, we wanted out OOH to be bold and recognizable. I ultimately created a blend of tennis and American Express into one cohesive look and feel.