Expect the unexpected
I was lucky enough to produce two short clips for the new AMEX Platinum campaign that will be rolled out in summer 2021. The agency came up with the slogan "expect the unexpected" - that needed to be translated into moving images for digital advertisement in various formats.
The clips play with the expectation and understanding of our physical world while highlighting the superior platinum card. It redefines the rules we know and makes life extraordinary.
The clips aim to convey this in a fun manner and catch the viewers attention.
The Youtube Clip has more then 2 Million clicks and is still collecting more.
Compelling visuals guide users to click on your ads and engage with your brand.
Designed for all
As usual the campaign needed to run across multiple plattforms. So we initially worked with a square format and croppped the video afterwards to get the most out of it.
What does it take?
The agency contacted me with two ideas for clips that they had in mind. Through the scenes we wanted to convey that the AMEX Platinum card is a tough and durable card, yet through colors and movement we needed to keep the mood playful and make the product feel approachable.
The Slogan "Expect the unexpected" needed to show within 10 seconds and present the product as this is the length for the targeted Ad-Formats.
We tested a lot of different ways to figure out the right animation for the destruction of the ball. Simple physics didn't convey the feel we had in mind.
Breaking the drill also needed to be art directed with a lot of different effectors in C4D to show the resilience of the credit card.
We tested a bunch of different colors before agreeing on the yellow version.
Who worked on this?
Art Direction / 3D Artist / Animation / Sound: