American Express at Formula 1 Canadian Grand Prix
The goal was to:
1. Lead Creative Execution: Oversee casting, direction, and visual storytelling across two custom-built Amex brand experiences — Maison Amex (downtown lounge) and Circuit Gilles-Villeneuve (trackside activation).
2. Produce Press-Ready Content in Real Time: Capture and deliver premium images daily to support earned media, social campaigns, and influencer collaborations throughout the F1 weekend.
3. Amplify Brand Presence: Showcase American Express Canada as a premium lifestyle brand through elevated, on-brand visuals that reflect the energy and sophistication of the Grand Prix.
OBJECTIVE:
RESULTS:
Delivered 200+ high-resolution images in 72 hours, covering talent, ambiance, product moments, and branded environments.
Same-day editing and delivery each night (up to 6 hours per day), ensuring assets were ready for immediate social and press use.
Featured in Fashion Magazine and shared by @amexcanada across multiple social platforms.
Content outperformed Amex’s average engagement by over 30%, helping boost visibility during a key brand moment.
Positioned Amex Canada as a standout lifestyle brand at one of the country’s most high-profile international events.
SERVICES:
Photography / Creative Direction / Talent Casting & Production Support
