The American Express “Built for Business” campaign showcases savvy small business owners who, with the backing of an American Express Business Card, seize moments of opportunity and grow their businesses to their full potential — even beyond their wildest dreams. Whether it’s making a thing into the next big thing, growing stronger with a bigger workforce, or gearing up after getting green lit. Big ideas come to life for small business owners with the backing of American Express Business Cards.

After getting greenlit, an indie Director and Producer duo pull off a wildly ambitious production thanks to the American Express Business Platinum Card in their back pocket.

The American Express “Built for Business” campaign evolved the brand’s legacy for backing small business owners by providing products and benefits distinctly designed to help them succeed. Garnering over 1B+ impressions in just 3 months, the stylized yet human-centric films helped fuel momentum for new card acquisitions, which reached a record number of 12.5 million in 2022 across all American Express Card portfolios. Unconventional B2B storytelling proved to be more memorable to business decision makers, far surpassing industry engagement benchmarks. The breakthrough campaign directed by Gary Freedman also strengthened brand perception, while remaining universally relatable to our target audience. Consumer testing proved to exceed competitive benchmarks across brand relatability, card consideration, and most notably that American Express products are something new and different made for businesses like their own.