American Express - My Life. My Card.
American Express was about to sell something it had never sold before, it's name. For the first time it was going to allow banks to issue American Express cards. This would mean a massive proliferation of cards and less control over marketing. For an aspirational brand built on a sense of exclusivity and integrity it was a huge risk. Our job was re-affirm the identity of American Express in the light of this. The My Life, My Card campaign was created to do just that. It worked, and resulted in the highest awareness the brand had achieved in many years.
My Life. My Card
Wes Anderson explains how it feels to direct a film as he directs a film. A two minute autobiography for American Express that ran on The Oscars.
Writer / Director: Wes Anderson
Creative Director: Chris Mitton
Copywriter: Dan Kroeger,
Art Director: David Lloyd
ECD : David Apicella
Editor: Vincent Marchand
Music Producer: Sara Matarazzo
Producers Alice Mintzer, Rachel Watson
Editorial Company: Lost Planet
Editor: Vincent Marchand
Music Producer: Sara Matarazzo
Producers Alice Mintzer, Rachel Watson
Editorial Company: Lost Planet
Production Company: Moxie Pictures
Client: American Express
Agency: Ogilvy & Mather New York
Client: American Express
Agency: Ogilvy & Mather New York
My Life, My Card - Kate Winslet
Kate Winslet has led an incredibly eventful life over the course of her onscreen career, so the last thing she needs in her real life is any extra drama, that's where Amex comes in.
Creative Director: Chris Mitton
Copywriter: Jonathan Koffler
Art Director: Kate Wilentz
Chief Creative Officer: David Apicella
Producer: Christine Lindemann
Director: Roger Michell
Editor: Kim Bica @ Lost Planet
Music Supervision: Jason Lifton @ Pulse
Post Production: Nice Shoes
Sound Production: Sound Lounge
Copywriter: Jonathan Koffler
Art Director: Kate Wilentz
Chief Creative Officer: David Apicella
Producer: Christine Lindemann
Director: Roger Michell
Editor: Kim Bica @ Lost Planet
Music Supervision: Jason Lifton @ Pulse
Post Production: Nice Shoes
Sound Production: Sound Lounge
My Life, My Card - Ellen DeGeneres
Ellen had always had an ambition to work with Animals. We worked with Bryan Buckley to make her dream come true.
Creative Directors: Chris Mitton, Terry Finley
Art Director: Dustin Duke
Copywriter: Jon Wagner
Chief Creative Officer: David Apicella
Director: Bryan Buckley
Editor: Chris Franklin
Agency Producer: Rachel Watson
Agency Executive Producer: Alice Mintzer
Agency: Ogilvy & Mather New York
Copywriter: Jon Wagner
Chief Creative Officer: David Apicella
Director: Bryan Buckley
Editor: Chris Franklin
Agency Producer: Rachel Watson
Agency Executive Producer: Alice Mintzer
Agency: Ogilvy & Mather New York
My Life, My Card - Robert De Niro
There are many sides to Robert DeNiro, but appearing in ads in North America had never been one of them until he got to tell the story of his personal relationship with the city he loves. Martin Scorcese directed, and Philip Glass composed the music.
Creative Directors: Chris Mitton, John Liegey
Art Director: Tom Drymalski
Art Director: Tom Drymalski
Copywriters: Jon Koffler, Chris Mitton
ECD: David Apicella
Director: Martin Scorcese
Director: Martin Scorcese
Director of Photography: Bob Richardson
Music: Philip Glass
Agency: Ogilvy & Mather New York
Client: American Express
