A revolutionary new venue for live music and collaboration

Part of the American Express brand promise has always been better entertainment access through premium seating and advance tickets. But as competitive products were coming to parity, Amex needed new and innovative way to demonstrate it.

In 2010 we gave birth to UNSTAGED. An Emmy winning, live + digital experience pairing renown filmmakers with breakthrough artists, giving the fans at home an unprecedented way to interact with live music.

Role: Co-Creator & Program Creative Director

ANTHEM

CASE STUDY

With UNSTAGED, American Express created a revolutionary digital music experience — bringing together breakthrough music artists, legendary directors, high quality 1080 HD streaming, and an unprecedented level of connectivity between artist and fan. From choosing the cameras, to voting on song performances, to impacting the stage experience through socially-enabled creativity, millions of music fans could now “be there, together” from anywhere.

Read a recent Communication Arts feature.

USHER UNSTAGED LIVE ACTIVATION

A ground breaking performance

For Usher UNSTAGED we truly broke ground. Since every Usher fan admires his talent for dance, we took some of his most iconic moves and offered them up for global participation. Working hand-in-hand with his choreographer, we digitized a library of official dance moves and invited fans to make them their own, customizing individual avatars with unique visuals and choreography.

See more of Usher UNSTAGED

These user-generated avatars were then integrated into Usher’s on-stage performance in a spectacular live-streaming show. With thousands of avatars, millions of viewers, and a worldwide Twitter takeover, Take the Stage became a global phenomenon that set a new standard for innovation in the live-stream music category.

Read a feature in the New York Times.