Pottermore

American Express needed to shake off their ‘exclusive card for rich blokes in suits’ tag and Ogilvy’s ‘Realise the Potential campaign’ - with its bold illustration and playful language – helped transform the way people thought about them.

While I'd be lying  if I said the original campaign idea was mine,  I was heavily involved with developing a new brand language and TOV for Realise The Potential, introducing a colloquial wit and charm that helped refresh and reinvigorate the American Express brand, making it feel more youthful, welcoming and relevant to a much wider audience.

I spent over 5 years working on the account and during this time touched about every piece of their business, from ATL ads to emails to writing most of the website copy, FB posts… you name it, I did it. Apart from anything rubbish. Someone else did that.