American Express x F1 Canadian Grand Prix
Intent
Two models cast for the weekend, the Grand Prix shot as a lifestyle story. It ran in Fashion Magazine and across Amex's channels to nearly 800,000.
Amex wanted three days of the Grand Prix it could run as a lifestyle story. Cardmembers could not appear on camera, so the faces had to be cast. I asked whether anyone on the shortlist had a live campaign with a competing bank. One did, so I put forward two of my own. Both were approved, and the weekend was built around them, in the lounge and at the track. The first set was in their hands at 8:56 that night. The work ran in Fashion Magazine, print and online, and reached nearly 800,000 across Amex's channels.
800Kcombined reach
Results
What the work shipped.
Fashion Magazine
01sponsored feature
Print and digital, from a set co-posted to nearly 800,000 across @americanexpress and @amexcanada.
+30%
02above Amex average engagement
Content outperformed Amex Canada's typical social post engagement.
8:56 PM
03first set delivered same night
Six hours after the shoot, edited to campaign standard. "These are awesome. Great work."
210
04frames across three days
Documentation, editorial, and press-ready work in one weekend.
Related reading
The thinking behind the work.
No. 09 · August 2026
A Grand Prix Activation Is a Campaign, Not an Event
LVMH signed a record ten year deal with Formula 1, and every premium brand is now activating at the Grand Prix. A creative director on why that work is a campaign, not an event, from weekends shot for American Express, IWC, IBM and TAG Heuer.
ReadNo. 06 · June 2026
Event Photography and Brand Activation Are Different Jobs
Event photography and brand activation coverage get briefed as one line item and priced as one, and they are two different jobs. I have shot activations for American Express, Salesforce, Amazon, and Nespresso. What event coverage misses at an activation, and how to brief for images the brand keeps using.
Read
