American Express | Giving a Voice to Small Business
Led audio campaign giving voice to minority and women-owned small businesses disproportionately affected by pandemic lockdowns, producing 30 unique pieces of content across 10 metropolitan areas in just 6 weeks when video production was impossible.
Role: Creative Director, Production Lead
Insight: Pandemic lockdowns were devastating minority and women-owned small businesses while big box retailers thrived - these entrepreneurs needed a platform to share their stories, and audio's emotional connection could amplify their voices when video production was logistically impossible.
My Approach: Convinced AMEX stakeholders to trust untested medium and process, securing buy-in for first-of-its-kind testimonial approach that prioritized emotional connection over traditional advertising formats.
Overcame production challenges by shipping headsets and conducting remote interviews via Zoom, proving audio's nimble nature when video production was logistically impossible. Led internal team of copywriters and audio producers through new editorial-style interview methodology while coordinating external partners for case study documentation.
Managed comprehensive remote interview process across 30 small business owners, editing authentic voices into locally relevant content that delivered unprecedented emotional impact.
Results: Delivered 15 million impressions across 10 metropolitan areas with geotargeted, locally relevant content. Produced entire campaign in 6 weeks - unprecedented speed for scope and complexity during pandemic constraints.
︎ Signal Award winner, Radio Mercury Awards finalist recognizing creative and production excellence. Drove significant lift for Small Business Saturday with measurable brand awareness increase in post-campaign KMB studies.
Role: Creative Director, Production Lead
Insight: Pandemic lockdowns were devastating minority and women-owned small businesses while big box retailers thrived - these entrepreneurs needed a platform to share their stories, and audio's emotional connection could amplify their voices when video production was logistically impossible.
My Approach: Convinced AMEX stakeholders to trust untested medium and process, securing buy-in for first-of-its-kind testimonial approach that prioritized emotional connection over traditional advertising formats.
Overcame production challenges by shipping headsets and conducting remote interviews via Zoom, proving audio's nimble nature when video production was logistically impossible. Led internal team of copywriters and audio producers through new editorial-style interview methodology while coordinating external partners for case study documentation.
Managed comprehensive remote interview process across 30 small business owners, editing authentic voices into locally relevant content that delivered unprecedented emotional impact.
Results: Delivered 15 million impressions across 10 metropolitan areas with geotargeted, locally relevant content. Produced entire campaign in 6 weeks - unprecedented speed for scope and complexity during pandemic constraints.
︎ Signal Award winner, Radio Mercury Awards finalist recognizing creative and production excellence. Drove significant lift for Small Business Saturday with measurable brand awareness increase in post-campaign KMB studies.