CHALLENGE:
Celebrate the launch of the new American Express Platinum Card.

IDEA:
Platinum Card Members were treated to an exclusive performance of Hamilton. They were joined by celebrities, social media influencers and American Express executives. 

This was a modern-day celebration of Hamilton set inside a platinum-themed after party, exclusively for American Express Platinum Card Members.

WE DELIVERED: 
Exclusivity // Member Envy // Brand Presence + Visuals // Large Scale Sculpture // Music Concert

HAND-MADE

I collaborated with renowned artist, Rich Tu, and created every typographic element within the entire space. Many thanks to Stefan Knecht for live-illustrating typography on the windows (backwards).

THE “TREENADO”

As visual anchor, we engineered the 'Treenado,' a first-of-its-kind sculptural installation crafted from 5,000 platinum-finished, credit-card-shaped elements. The centerpiece was strategically designed to capture and refract light, dramatically elevating the venue's aesthetic ambiance.

THE EVENT

Following the performance, select American Express guests transitioned to an exclusive post-show reception at the historic Diamond Horseshoe. The evening featured a curated live performance, capped by an exclusive surprise appearance from the Hamilton cast.

TEAM

David Chamberlain - Experience Design Director North America // Phil Koutsis - Group Creative Director // Greg Tatum - Associate Creative Director // Katie Honig - Senior Art Director // Marie Roberts - Senior Art Director