For the NBA Finals, American Express partnered with the NBA to create a Platinum card activation for Tip Off. I was tasked to help define the visual direction and animation style, specifically wanting to incorporate the Platinum “ripple.” The ripple was a form-factor transition that was developed by our motion team for paid media and digital experience as part of the Platinum Refresh campaign. The effect—created in Cinema 4D and Redshift—had become a core refresh asset, transitioning the classic Platinum texture into the new Platinum Mirror card.
Over a three-week period, I served as a creative consultant, providing animation guidance, art direction, and 3D files to ensure the XR execution felt consistent with our broader Platinum visual identity. We partnered closely with Famous Group, executed the creative and built the final broadcast asset. They referenced our ripple animation files and optimized them to be utilized in Unreal Engine, while ensuring the Platinum card’s materiality, lighting, and motion translated authentically on air. The takeover moment brought the Platinum Mirror card to life for millions of NBA Finals viewers.
Amex Sponsorship Team: Will Carmichael & Alex Martin
Creative Director: David Villa
Production Company: Famous Group