AMEX x Art Basel

As Group Creative Director, I led a team to design an evolving structure, event programming, and an on-site store. The idea was to create a modern, physical manifestation of the Platinum brand—to reinforce its focus on service, cultural swagger, and a caring soul.

The theme for the experience was "The Full Spectrum of Nature." We also created an intimate VIP Benefit Dinner, Food Meets Art, with my hero, José Andrés.

American Express Platinum built 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 produced a 450-person performance by Drake. Above the stage, a drone hovered, projecting messages and song titles. Opposite the stage was an elevated VIP viewing area and bar, giving guests a bird’s-eye view of “Champagne Papi.”

• I led concept generation sessions with 10 creatives, then additional strategy and experience design with technologists, producers, set designers, and brand strategy teams.

• I crafted the strategic statements and thematic frameworks.

• I collaborated with production and client teams on-site in Miami.

• I documented site visits to the EDITION Hotel and mapped the beach construction area.

• I proposed programming for the full three-day span of Art Basel.

• I oversaw design renderings and curated products for the store, food, and drink.

• I led the development of an augmented reality artwork overlay for the Drake show, which evolved into a programmed drone light show above the stage.

• I selected external vendors for three days and nights of programming.

• I initiated the collaboration with José Andrés of World Central Kitchen, ensuring we supported storm-ravaged Puerto Rico. All proceeds from the benefit dinner and the Platinum House were donated to the cause.

The Amex Platinum House at Art Basel delivered 291.9M+ total impressions across earned and paid channels.

Earned media alone accounted for 100.5M+ impressions and 52 original stories.