This isn’t my first Amex campaign, but it was the first time we brought their brand and product ads together in one unified, modular campaign wrapper. Proving that with Amex, there’s always more. The core idea was built around a seemingly neverending list of “an ds” as one thing leads to another in customers lives. Life is as unpredictable as ever, but you are always guaranteed an Amex reward.

The campaign launched across TV and OOH and digital and social and influencer and...you get the idea! The films were shot by the fantastic Amara Abbas who brought charm and realism to the work, making it feel audience-first and driving relvance to Brits.

Credit where credit is due, the campaign was written over many months together with Dominic Nazeri and Misha Newby and CD’s Nick and Sarah, who lovingly carried the work through production and delivery after I left Dentsu in June.