Expand Your World

Our worlds grew small during the pandemic. To inspire people to travel again, we wanted to share stories of optimism. It was an opportunity to see the world anew—with fresh eyes and new perspectives. We wanted to welcome you back to the places you love, celebrate the people you missed, and show you what's possible.

The Expand Your World campaign was born from these human truths. It was a clear call-to-action with a simple design device that symbolized opening up and getting back out there. I led the campaign from inception through completion, including the direction of multiple campaign shoots. We featured real stories around shared passions and created a 360° campaign with content creators whose passion and purpose are fueled by travel.

We discovered Textured Waves and were instantly drawn to their mission. They champion women of all shades to ride the waves. The opportunity to direct a small but mighty shoot in Kauai during COVID with Danielle, Martina, and Chelsea created unforgettable memories and friendships. Their message of representation and inclusivity made the ocean a more welcoming place. They were seen across hundreds of media placements, including surfing across a giant screen in Times Square. The best part: thinking of all the young women seeing Textured Waves across the country and thinking, "surfing is for me, too."

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Our second campaign shoot landed us in Spain tracing the roots of mixologist and foodie, Gio Guitierrez. Gio lights up any room he is in and he met with local fisherman, bartenders, and pinxtos-slingers to tell a story of culture through food—and the new benefit of earning 3X Points on dining. 

The work was full-funnel, with inspirational stories to build awareness, and more tactical media to drive acquisition. Our partnerships with content creators shared new perspectives across social, and our branded content series welcomed you from a local's perspective. The campaign was the most successful to date, driving record-breaking card acquisition.