Campaign and Brand Photography

Role: Brand Manager, American Express

Challenge: As a Brand Manager at American Express, I was responsible for managing the commercial portfolio's image libraries and leading proprietary photo shoots. As there was an ongoing need for new and engaging marketing imagery that authentically captured the nuance and complexity of global business, it was crucial to create visuals that were not only aligned with the brand but also showcased businesses of all sizes.

Approach: I led the creation of a new global business image library to represent Amex’s evolving portfolio, modern business and the customers they back worldwide by conducting & managing several global photo shoots to solve for key needs. This involved:

• Gap Analysis: Identified weaknesses and gaps in the existing image library such as underrepresented themes, businesses, styles, or demographics and regions. 

• Stakeholder Engagement: Collaborated with marketing teams to gather diverse input and feedback through collaborative workshops.

• Diverse Imagery: Developed visuals that resonated across various channels and audiences showcasing relevant business scenarios emphasizing authenticity and creativity.

• Strategic Alignment: Ensured the imagery aligned with Amex’s brand identity and marketing strategy to ensure consistency across channels.

Results/Impact: Launched a new robust and inclusive global business image library for marketers and agency partners that met a variety of marketing needs and worked across different ad channels. Launched with 200+ images, covering 22 global industries (i.e., construction, healthcare, professional services), featuring images that work globally and locally and included 9 real businesses locations and 13 real business owners/employees.

Agency: dentsu mcgarrybowen | Photographer: Winnie Au