AMEX x Art Basel

As the Group Creative Director, I lead a very talented team to create this evolving structure, event programming, and on-site store. The idea was to create a modern, physical manifestation of the Platinum brand, to reinforce the brand’s focus on service, cultural swagger, and caring soul.

The concept theme for the experience was “The Full Spectrum of Nature”.

Additionally, we created an intimate Platinum VIP Benefit Dinner called “Food Meets Art” with one of my Heroes, Jose Andreas.

American Express Platinum created a two-story stage and venue on the beach in front of the Edition Hotel in Miami during Art Basel. Kicking off the weekend, we staged a 450-person, intimate performance by Drake. The show also had a drone hovering above the stage displaying messages and song titles. Opposite the stage, there was an elevated, VIP viewing area and bar, treating guests to a bird-eye view of “Champagne Papi”.

• I led the concept generation sessions with a team of 10 brilliant creatives, followed by additional sessions with the extended team of Creative Technologist, Integrated Producers, Live Events Teams, Brand Strategists, Set Designers, and Experience Designers.

• I wrote the strategic statements and concept themes

• Collaborated with production and client teams on-site in Miami

• Documented our site visit to the Edition Hotel and mapped out the beach construction area

• Proposed programming to take place over the 3-days of Art Basel

• Oversaw design renderings and products for the store, food, and drink for the event

• Led the development of an Augmented Reality artwork overlay for the Drake show which morphed into a programmed drone light show above the stage. 

• Vetted external vendors for 3-days and nights of programming

• Proposed the collaboration with Jose Andreas of “World Central Kitchen” to be sensitive to, and support the situation in storm-ravaged Puerto Rico—with all proceeds from both the benefit dinner and the Platinum House donated to the cause. 

• The Amex Platinum House at Art Basel experience resulted in 291.9M+ total impressions including earned media coverage, earned social coverage, and paid social coverage.

• Earned media coverage has garnered a total of 100.5M+ media impressions and 52 original stories.