Graphite Teaser
American Express Graphite Business Cash Unlimited Card
For the launch of the American Express Graphite Business Card, our motion team was tasked with the execution of a social-first campaign consisting of two teaser films and a final launch video.
The Graphite card was built for business owners of manufacturing, construction, and industrial enteprises, with a core ethos centered around a premium product designed with duralbility, craftsmaship, and built to last.
Our creative approach focused on coveying the “premium-grit” aspect of the form-factor. With a carbon fiber–inspired design, we grounded the narrative in graphite, the raw material from which carbon fiber is derived. Working in Cinema 4D and Redshift, we recreated the physical card and developed a series of animations that evolved from raw, fragmented graphite in Teaser 1, to engineered refinement and early pattern reveals in Teaser 2. The Launch video brought both teasers together to reveal the final card design supplementing the key RTBs. The visual language, paired with tactile, industrial sound design, subtly reinforced the craftsmanship and resilience of the manufacturing industries the card was built for.
The campaign launched organically accross Amex business social channels, with the first teaser generating over 81K views and the launch video surpassing 2M views. In addition to social, the films were integrated into the Amex website, creating a cohesive digital experience.
Credits:
GCD, Content Design: David Villa
GCD, Art: Josh Bean
GCD, Copy: Alex Russel
CD Art: Maggie Homer
CD Copy: Aaron Konter
Art Director: Sydia Fraguada
3D Motion Designer: Eli Orth
3D Motion Designer: Ian Lawrence
Account Management: Griffin Elmore
