Conceptualized and designed the American Express Experience at the Austin City Limits Music Festival in 2019. American Express’ presence at ACL Music Festival spans across two separate blueprints: the first being the “American Express Experience” which hosts the first floor for general admission and the second floor being exclusive to Card Members ; the second blueprint is called “Johnny’s”, named after American Express’ recognizable centurion, for Platinum and Centurion Card Members (and their guests).
22,541 fans visited the first floor, 8,267 visited the second floor and 9,953 visited Johnny’s.
The Approach: We amplified the powerful backing of Amex at ACL Music Festival through various buzz worthy consumer engagements that showcased Amex’s Shop Small initiative, turned music fans into Headliners and offered exclusive, highly coveted benefits to Card Members.
The theme for the American Express Experience and Johnny’s weaved a storyline of Austin authenticity through the eyes of a musical headliner.
The first floor represented what it might look like if you, as the fan, were a musical headliner coming to Austin. What might you experience? Shopping for rare vinyl at the local record store, Waterloo Records, getting a bespoke tattoo from the hottest local artist in town, Michael Williams of Resurrection Tattoo, cleansing your body before you take the stage that night by grabbing a juice from JuiceLand, to finally ending the night by seeing your name in vibrant marquee lights.
The second floor acted as the pre-show experience. Here you found a bar, plush seating representative of Austin’s landscape, a refresh station to create your look before the show and an area to purchase event merchandise.
Finally, Johnny’s was the post-show Headliner village where fans could relax and rewind with refreshments, games and incredible views.
Creative Direction: Josh Yeston & Michael Boyd
Copywriter: Charlotte Japp