The series is a continuation of the long-standing American Express concept, “My Life, My Card.”
The lead commercial for the campaign is a 60-second spot set in exotic destinations in Shanghai, Dubai and Istanbul.
Imaginative art direction and post-production design made it possible for Ian to shoot the spot, destined for territories around the world, entirely in Cape Town.
“I enjoyed the agency's challenge to make the spot look like a feature film by giving it scope, pace, interesting characters and a story-telling edge,” said Ian Gabriel.
Agency Creative Head Arthur Parshotam summed up his response to the work in just two words - “Bloody brilliant!”
The Giant team collaborated with a combined Ogilvy One London and the Ogilvy Cape Town team of Emma Lundy, Nicola Bompani and Sergio Lacueva. Neil Goklani, Director of Global Marketing, GNS American Express, on his first visit to South Africa said: “What a truly great team. Excellent work on a terrific TVC.”
Next up for Ian is a global soft drink campaign for BBDO\CLM Paris.
To view the spot, click here