For the Free to Focus campaign, we visited two real-life small businesses in Brooklyn, NY—highlighting business owners and promoting benefits that AMEX provides for both the customer and business. In contrast to the typical AMEX ad, this campaign stood out by creating an accessible image that spoke to a wider audience, without undermining the luxury aspects of the brand. The results were two live action spots and an animation which were cut down for YouTube ads, organic social, and paid social placements.