American Express

A campaign for the business side of American Express, shifting the visual language away from previous B2B work toward something more cinematic and human. The brief called for imagery that felt premium and understated rather than corporate, with people at the centre of every frame.

Part of the production was shot on a volume stage, one of a growing number of commercial shoots exploring what virtual production can do for stills photography. Balancing stills lighting against an LED environment requires a specific understanding of how the two interact, and the result is a flexibility that location shooting can't always offer. You can move between a National Park at sunrise and a city centre in the afternoon without leaving the stage, without losing control of the image.

The work spans a range of environments and scenarios, all shot with the same underlying approach, light that feels real, people that feel present, and images built to work at every scale from a phone screen to a 48-sheet billboard.