American Express
ASSIGNMENT
Spent two years leading creative and social strategy for American Express. The work redefined how the brand connected with people. From visual identity to voice. Utility's approach shaped what you see from Amex today.
PAID
Forget platform tricks and tropes… we set out to overhaul everything and bring humanity and discovery to the feed.
SMALL BUSINESS SATURDAY
How do you make an Amex legacy event relevant to the TikTok generation? By giving
it a voice.
American Express has always backed small businesses. In 2010, they created Small Business Saturday — a holiday shopping tradition built around supporting independent retailers. Gen Z came up after it launched, but it speaks directly to how they think about money: every purchase is a vote, every dollar backs something they believe in.
1.9M
impressions with 92,600 total engagement.
8.13%
engagement rate.
Double platform average.
4519
personal anthems across creators, shoppers and small businesses.
PARTNERSHIPS
Amex invests heavily in major sponsorships with some better known than others. Our job was to make all of them as big as
they could be.
It’s gotta be more than just the logo.
From legacy partnerships like US Open Tennis, to new deals like Coachella and F1, Amex is all about elevating the experience. Sometimes, that’s creating a little FOMO around an event, and other times it’s bringing the excitement to viewers at home or leaning into a social behavior.