JAY Z Live from SXSW

Amex wanted to announce a new partnership with Twitter at SXSW. Do people still do that? Well, we said if you're going to do it you either go big or go home.

So they called JAY Z. 

The aftermath was unprecedented with over 5.6 million views, a trending topic on Twitter (Austin, US and Global); fan and media coverage generated nearly one billion impressions in high profile tech, consumer, and lifestyle media. To cap the success, Ad Age named it the unofficial winner of SXSW. Not bad for a 100 year old financial company.

Role: Lead overall program creative

Effie & Webby

The show streamed live online through multiple platforms including YouTube, VEVO mobile App, X-Box LIVE and Google TV.

Nerds rejoiced.