American Express — Platinum Membership 2025
Most ad campaigns end with the click. This one started there. 
As part of American Express' "There's Nothing Like Platinum" campaign, we designed the experience people landed on after discovering Platinum through Instagram, Youtube, TikTok, Reddit and other paid media. Instead of sending them straight to the product page, we gave them a place to explore what membership is really about. ​​​​​​​
The experience tells a broader story around travel, dining, entertainment, and everyday benefits before helping visitors choose the path that's right for them: Consumer Platinum or Business Platinum. 
Sometimes people don't need more information. They just need a better introduction. 
821k
Started the Journey
Discovered Platinum through the campaign and explored the experience
1.1 min
Time Well Spent
People stayed to explore the Membership experience
46k
Found the right Platinum Card
Continued from the landing page to learn more about Consumer or Business Platinum
40% 
Completed an Application
People who started their application here finished at a higher rate than those who skipped the experience
Recognized as an Official Webby Honoree, this project showed how a thoughtful digital experience can bridge the gap between brand campaign and product experience, turning curiosity into confidence. 
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