Kevin Amter

American Express

American Express made an unusual business decisoin by directly hiring photographer Annie Leibovitz to reimagine their brand communications without their AOR's input. After six months and millions of dollars spent the result was only great portrait photography. They needed a conceptual solution. The agency failed for 8 months to provide one, so they asked me to take ownership and "fix it."




Television + Print + Omnichannel


Creative Director

Defining the brand

By featuring AmEx's most iconic card members we not only received a glimps into their personal lives, but proved American Express was the premier card for all consumers.

The fun part

Celebrities hand wrote their answers to a specific questionair next to Annie's portraits. The campaign swept the awards shows globally and was voted 'campaign of the decade' by the readers of AdWeek. The team: Kate McCagg (WR), Kate Wilentz (AD) and I ran all creative aspects of the campaign under Vice Chariman/CCO David Apicella. I also ran all client contact after my initial interview with John Hayes, SVP AmEx Global Head of Advertising. I went on to produce six other campaigns for AmEx: The One card launch, Open, Starwood, the US Open and Centurion cards (Green, Gold and Platinum).

American Express

More projects

Based in New York

Happy To Travel

Text / Phone

(347) 460-6112

Personal Email