The Assignment: Do you remember that Super Bowl commercial where model Bar Rafaeli kisses Walter the nerd? Amex Custom Publishing was like that: they knew how to tell beautiful, sophisticated stories, while understanding that deep data analytics were the engine that drove the business forward.
The client was also evolving away from old school direct marketing into a mobile-first custom content. My job was not simply to package them, but to strike the balance that would make this believable within the market context.
