Graphite Teaser

American Express Graphite Business Cash

For the launch of the American Express Graphite Business Cash Card, I served as Creative Director, leading a team of two motion designers to concept, develop, and execute a social-first campaign consisting of two teaser films and a final launch video. The card was built for small business owners in manufacturing, construction, and manual labor industries, with a core ethos centered around a product that is built to last.

Our creative approach focused on telling the origin story of the material. Since the card features a metal 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 custom graphite environment that evolved across the campaign: from raw, fragmented graphite rock in Teaser 1, to engineered refinement and early pattern reveals in Teaser 2, and finally into structured graphite monoliths that framed the full product reveal in the launch film. 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 first teaser introduced the card as if it were being forged from raw material, while the second pushed further into precision and engineering, revealing more of the carbon fiber pattern and introducing “Business” as a key visual cue. The launch film unified both narratives, delivering a full form factor reveal alongside key RTBs.

The campaign performed strongly across social channels, with the first teaser generating over 80K views and the launch video surpassing 100K views. In addition to social, the films were integrated into the Amex website landing page, creating a cohesive digital experience. This project demonstrates how material-driven storytelling, motion craft, and sound design can come together to create a compelling, audience-specific brand narrative.