Can a legacy brand in the 21st century push the envelope to resonate with a new generation?
Amex was kicking off its partnership with Issa Rae (Barbie, Insecure) and were looking to broaden their appeal and underscore their commitment to small businesses.
We knew Issa would want to use this partnership as she does with her own small businesses – to be assets to her community. We proposed a documentary video & photo shoot aligning Amex with Issa’s mission, breaking with their usually ironclad brand guidelines to make something as authentic as Issa.