American Express

Between 2022 and 2023, I led the American Express Small Business account alongside a small team of dangerously smart, very funny creatives. And honestly, some pretty brave clients.

The data told us small business owners were tuning out the category. Same promises. Same struggles. Same visual language. So we knew we weren’t going to earn attention by talking about business the same way everyone else was.

Instead, we leaned into a slightly absurd comedic lens to dramatize the emotional reality of running a small business. What resulted was one of the most successful Small Business campaigns Amex had launched to date.