Amex EveryDay Card Online Media
Role: Concept & Copy
Launching a new product is rarely a seamless, easy process. And pimping a new credit card even more so.
Yet, the clouds seemed to part when American Express took us up on our suggestion to use Tina Fey to sell their new Amex EveryDay Card to working mothers. (Plus, who doesn't want to work with Tina "Fracking" Fey?!?)
One of my many charges was devising headlines for online banners that would get across Lady Fey’s inimitable comic sensibilities while teasing the brand and inciting an in-banner video view. Hey, everything's easier when you have a great leading lady.
Open.com Card Search Rehaul
Role: Content Strategy & Copy
Amex’s Open microsite was created to help small business owners grow their business. One of the site's biggest flaw was that it didn’t provide a simple way for them to find the Amex card that best matched their needs. The process was complex in the most maddening way possible.
Spent many a-week untying this Gordian Knot by reconstructing the flow and editing the content so each step felt as if there was a kind hand gently — yet assuredly — guiding these budding business barons towards the ideal card. And Amex loved it (after months of testing, natch).
