THE ASKAmerican Express had their biggest product launch in over a decade – the refreshed Platinum Card. The Platinum Card is more than a card; it’s a cultural symbol, a key to unlock the best out of life. And there’s truly nothing like it.
AGENCY: BARBARIAN
ROLE: ASSOCIATE CREATIVE DIRECTORThere’s Nothing
Like Platinum
We redefined the brand's legacy of premium membership with an ecosystem of social content designed to engage the next generation.
It's not just a card you carry,
it's a lifestyle you unlock.
Platinum turned mirror.
The refresh dropped a mirrored card unlike any on the market. With content designed to stop your scroll, our work shattered card request projections.
500k+ mirrored card sign-ups in the first three weeks.
A paid social campaign that pulls viewers into the Platinum lifestyle.
67 unique stories, optimized across 300+ social placements. Shot in POV style, so viewers get to experience that "nothing like it feeling."
Increase in traffic across platforms:
+35%
+18%
+32%
A celebrity content series spotlighting Amex’s exclusive partnerships.
Each story finds an artist, athlete, or tastemaker at the top of their game, sharing an intimate “There’s Nothing Like It” moment.
Turns out, there really is nothing like Platinum.
1.03B social impressions
401%+ Platinum mentions on social
Doubled acquisitions for the Card
+92% in positive social sentiment
235M total engagements
5X increase in Resy benefit activation
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GCD: Sarah Sharp
CD: Lauren Geisler
ACD: Nancy Nystrom
ACD: Zach McKinney
Senior AD: Britt Smith
Senior CW: Jay Zschunke
AD: Molly Ellenbogen
CW: Dallin Slavens
Animator: Juan Mont
Editors: Matt Ferran, Christie Brown
Director: Brent Campanelli
Production Company: Stept