360 CAMPAIGN

The objective of the campaign was to create urgency and drive conversion through below-the-line creative that leveraged the card’s strong dining credentials while extending its relevance into travel. The work reinforced the Gold Card’s dining value proposition and demonstrated its evolution as a gateway to meaningful travel benefits and experiences.
 

This initiative encompassed a robust 360° campaign, anchored by three hero video assets that were adapted into multiple cutdowns for a range of social platforms. The campaign also included social media content, static and animated display advertising, and rich media executions designed to engage audiences across channels.
 

The project required a comprehensive production process from concept through launch. I played an active role in the interviewing and vetting of directors, photographers, and on-screen talent. I developed pre-production, post-production, and creative concept decks, while also leading the design and execution of all social and display assets. In addition, I collaborated on video graphics and supers to ensure a cohesive visual system across every touchpoint.

HERO VIDEOS

Three hero videos were developed to spotlight the Gold Card’s most compelling benefits, showcasing how cardmembers can earn rewards through everyday supermarket purchases, dining at restaurants, hotel stays, and travel experiences. Each video highlighted a distinct aspect of the card’s value proposition, reinforcing its role as both a dining essential and a gateway to travel rewards.

SOCIAL VIDEO CUTDOWNS