Creative Concept

 

The artwork was developed through the integration of composition, photography, and video, exploring the relationship between static elements and movement to create a balanced visual narrative. The photography and the rhythm of the video reinforce feelings of tranquility, fluidity, and confidence, while the layout organizes image and text harmoniously and clearly.

The central concept communicates that American Express accompanies the user on their travels and leisure moments with safety and comfort, visually translating a stable, sophisticated, and reliable experience.

 

Agency : Leo Burnett - Praha - CZ