2024 Gold Refresh

For the 2024 American Express Gold Card Refresh, our team was tasked with developing a comprehensive marketing asset pack featuring a series of animated deliverables across digital and social channels. The objective was to showcase the full suite of Gold Card benefits, while also introducing the limited-time White Gold Card in a way that felt premium, cohesive, and visually distinctive.

Our team proposed a “liquid gold” concept, using fluid, metallic motion as a metaphor for value, flexibility, and elevated experience. The idea was selected and ultimately deployed across the Amex website, digital marketing placements, and social channels, serving as the core visual language for the campaign.

I led the concepting, art direction, design, and animation of the liquid gold system. Working in Cinema 4D and Redshift, I translated flat 2D card art into dimensional, high-fidelity visuals, crafting fluid simulations and reflective materials that brought the Gold and White Gold cards to life. The focus was on creating motion that felt both luxurious and dynamic, ensuring consistency across formats while maintaining a strong visual identity.

To extend the campaign at scale, external agency partners leveraged the motion system and source animation files to expand the creative across paid and organic social placements. The flexibility of the liquid gold framework allowed for seamless adaptation across formats and messaging variations, resulting in over 1 million views across social channels and reinforcing the strength of the system as both a creative and strategic foundation.