To shatter the "too premium" stigma facing American Express abroad, the Summer of Amex campaign repositioned the brand as the high-octane gateway to the UK’s most iconic cultural moments. We traded distant exclusivity for front-row energy, spotlighting Amex’s special access to Wimbledon, Formula 1, and the season's hottest music festivals. Through a bold, integrated rollout across CTV, DOOH, and social platforms like TikTok and Reddit, we delivered a dynamic visual narrative that proved Amex isn’t a credit card—it’s your all-access pass to the best of British summer.
As Design Lead for the UK Summer of Amex and Wimbledon campaigns, I helped deliver Amex’s most successful international work of 2025. Summer of Amex generated 161M social impressions and record search interest, while Wimbledon delivered best-ever results, driving 1.5M engagements and a 65% increase in prospect consideration.
I partnered with my art direction team to establish the campaign’s visual identity, then built a scalable design system that enabled rapid production of 100+ assets. In parallel, I led a team of five on Wimbledon, directing 25+ large-scale experiential and OOH activations—including a full stadium and London-wide takeover.
2025
GCD / Nick Luckett
CD, AD / Mo Staropoli
CD, Copy / Charlie Long
CD, Design / Jessica Janda
ACD, DESIGN / TIff Thomas
CD, MOTION / David Villa
Role /
CAMPAIGN IDENTITY DESIGN
STORYBOARDING + MULTI-MEDIA
OOH DESIGN + PRODUCTION DESIGN
WIMBLEDON
For Wimbledon, I led the design of a city-scale brand experience, translating the Summer of Amex identity across a wide range of physical and digital touchpoints. From a full stadium takeover to high-impact OOH placements across London, the work was designed to meet audiences at every stage of their journey—on the ground, in transit, and inside the event itself. I ensured consistency across formats while leading a team of senior designers through a fast-paced delivery across an evolving landscape of regulatory requirements.
