Multinational Financial Services
AMERICAN EXPRESS
Brief
American Express OPEN aimed to launch a dynamic social campaign around the US Open, spotlighting Venus Williams as the embodiment of what it means to “Open like a Pro.” Each snappy, 10-second video celebrates her pre-game rituals, turning everyday tasks into moments of athletic finesse and fun. By connecting tennis icon Venus Williams’s focus and flair to entrepreneurial spirit, the campaign sets the stage for how AMEX OPEN helps business owners stay ready for game time.
Solution
To capture the energy and immediacy of Venus’s preparation, we filmed in a stark setting using three-point lighting and carefully chosen props. Quick cuts, playful visual gags, and crisp sound design transformed mundane actions—like squeezing an orange or warming up her footwork—into dynamic testaments to her extraordinary skill. This minimalist yet cinematic approach let Venus’s power and personality shine through, reinforcing American Express OPEN’s commitment to energizing both business and sport.
Multinational Financial Services
AMERICAN EXPRESS
Brief
Brief
American Express OPEN aimed to launch a dynamic social campaign around the US Open, spotlighting Venus Williams as the embodiment of what it means to “Open like a Pro.” Each snappy, 10-second video celebrates her pre-game rituals, turning everyday tasks into moments of athletic finesse and fun. By connecting tennis icon Venus Williams’s focus and flair to entrepreneurial spirit, the campaign sets the stage for how AMEX OPEN helps business owners stay ready for game time.
Solution
Solution
To capture the energy and immediacy of Venus’s preparation, we filmed in a stark setting using three-point lighting and carefully chosen props. Quick cuts, playful visual gags, and crisp sound design transformed mundane actions—like squeezing an orange or warming up her footwork—into dynamic testaments to her extraordinary skill. This minimalist yet cinematic approach let Venus’s power and personality shine through, reinforcing American Express OPEN’s commitment to energizing both business and sport.
© 2025 Efrain Laboy Portfolio. All rights reserved.
© 2025 Efrain Laboy Portfolio. All rights reserved.