Keith Lee Shops Small

To reinvigorate excitement for Small Business Saturday — and engage the next generation of consumers, American Express partnered with the king of supporting Small Businesses himself: Keith Lee.

In a social content series, we followed Keith Lee to some his favorite hometown businesses, announced a new grant program for Small Business Owners — and reminded consumers of the importance of shopping small during the holiday season.

Results: 5.6M views. Coverage in USA Today, Entrepreneur, New York Post, Fortune, and People.

Role: Associate Creative Director