For the launch of the new Platinum Card refresh, we were asked to create a Platinum Teaser. Our objective was clear: spark intrigue and excitement without fully revealing the new reflective form factor. As Creative Director, I oversaw the initial conceptualization, look development and execution of the teaser. The creative approach focused on a high contrast montage of elegant card renders that signaled newness and emphasized core brand elements. This simple approach capilatilzed on what makes the Platinum Card iconic and differentiates it from competitors.
The teaser video debuted across Instagram and TikTok, generating over 10 million impressions. Its success extended into experiential activations—most notably at the US Open finals in Arthur Ashe Stadium, where our visuals dominated the main LED walls, Jumbotrons, fascia, and sidewall LEDs. The activation also included a 15-second ESPN broadcast “Billboard,” combining VO with animation to tease the refresh during the finals live on air.
Beyond digital, we developed visual guidelines to direct our external agency partners on a variety of OOh creative including signage used throughout the US Open. The tease creative also expanded into OOH placements at the Oculus in NYC, ensuring a cohesive campaign presence across both physical and digital environments.
Tools used: Maxon Cinema 4D + Redshift, Figma, Illustrator and Photoshop.
Creative Director, Motion: David Villa
Creative Director, Design: Pablo Perez
Design Director: Stephanie Kim Simmons
Copywriter: Patrick Stogner
