Platinum Card Walmart+ Benefit Campaign
Platinum Card Members already had access to a complimentary Walmart+ membership — the challenge was making sure they knew it, valued it, and used it. In Q1 2023, I designed a paid digital campaign to bring that benefit to life during a moment when it would actually resonate: New Year's, when people are already thinking about home organization and eating better.
I art directed the full visual approach across 18 unique executions in two content tracks — "home organization" and "healthy food delivery" — sourcing and curating imagery that felt premium without feeling unreachable. The goal was to make the benefit feel like a natural extension of the Platinum Card experience, not an add-on. Every creative decision, from color temperature to lifestyle framing, was made with that positioning in mind.
The campaign performed well enough that it became the template for all future Walmart+ benefit work at American Express — which, for a one-off paid digital campaign, is about the best outcome there is. It also took home a 2024 IHAF Gold Award for Digital Display Banners.
