The Ultimate Foodie Accessory

For Gen Z and Millennials, fashion and food go hand-in-hand.

To introduce Card Members and the media to the newly refreshed American Express Gold Card, we partnered with Luar to create three, first-of-their-kind metallic gold bags, matching the the three new colors of the card. Each bag came adorned with a charm reflecting the card’s benefits — dining and travel.

We sent our bag down the runway during NYFW, created scroll-stopping social content, and tapped influencers to unbox and style the bag.

Role: Copywriter