AMERICAN EXPRESS

UNSTAGED

IDEA: Revive American Express UNSTAGED and turn it into the ultimate virtual concert platform, bringing the craft and magic one can only appreciate from the front row to screens all over the world.

RESULTS: 275k+ total live viewers for ALICIA launch, with Card Member packages sold out in 45 minutes and purchased in 29 countries. Featured on Billboard, Forbes, PostMag, etc. Plus, American Express has officially committed to sustaining the return of UNSTAGED with more experiences to follow.

 

THE CONCERT (TRAILER)

The show was a paid ticketed event, but it’s all been wrapped up in a pretty trailer and some beautiful photography. Lucky you!

 
 
 

I played a key role in concepting the show and how it came to life, including the three-act structure.

amexUnstaged_aliciaGif_1.gif
amexUnstaged_aliciaGif_2.gif
amexUnstaged_aliciaGif_3.gif
amexUnstaged_aliciaGif_4.gif
amexUnstaged_aliciaGif_5.gif
amexUnstaged_aliciaGif_6.gif

"According to Alicia Keys, this was her most amazing performance ever."
–Forbes

 

BEHIND THE STREAM

And of course we had to treat our existing Card Members like the VIPs they were, with M&Gs (virtually, because pandemic), exclusive swag, an interview, and more.

 
 
 

CD: Sam Resta

ACD: Qiana Lee, Cesar Vallejo

COPY: George Comatas

DESIGN DIRECTION: Nicole Miller

XD GRAPHIC DESIGN: Steven Gonzalez

XP DESIGN: Loisse Ledres