American Express + FedEx:
The Next Big Step

The partnership between American Express OPEN and FedEx benefits small business owners, but awareness of this partnership was low. With a target audience that is strapped for time, making hundreds of decisions per day, we needed to create a campaign that educated small businesses by highlighting real challenges and obstacles they face.

My creative team dreamt up this concept as a platform for small business owners to share their expertise with fellow entrepreneurs. Small business owners trust others who’ve been in their shoes. They’re more likely to consume media created by other entrepreneurs. Learnings from small business owners, the times that they’ve had an “ah-ha” or “oh no!” moment, are powerful messages for this audience. So we created a campaign that makes the small business owners heroes — FedEx and American Express OPEN is the support system that made their dreams possible, no matter the challenge they faced.

The campaign shares learnings from those that have “been through it” in the form of cross-channel content like videos, social media posts, and longer-form articles. Filled with info designed to educate small business owners, the content is designed to create a sense of community by focusing on how others have been able to take the next big step in growing their business.

RESPONSIBILITIES
As the lead creative, I was responsible for everything from concepting, storyboarding, casting, scriptwriting, long-form content, and social copy. I also managed a team of writers and art directors through the video shoot and rounds of edits. Check out the full series here.