Monday, May 4, 2009
American Express: Robert Deniro
For Tribeca Film Festival in 2004. Directed by Martin Scorsese.
Acclaimed director Martin Scorsese and celebrated photographer Annie Leibovitz were commissioned by American Express to lend their vision to elements of the campaign creative. Scorsese, who directed DeNiro’s television spot, has directed DeNiro in award-winning films, but this is their first foray into the television commercial arena together. Leibovitz photographed each featured person for the print campaign.
Shot on location in New York City , Florida , Los Angeles and Hawaii , the concept of each is original to the person it represents, and was refined in collaboration with the featured individual. The campaign unfolds in an intimate narrative format, with each storyline reflecting the places, causes, achievements and avocations that are meaningful to each person. Design touches like handwriting, signatures and snapshots lend a personal feeling to the campaign, in addition to each individual’s customization of the “My life. My card.” tagline for the closing frame of their ad.
Posted by MA Shumin (馬淑敏) at 6:00 PM