In contrast to the typical AMEX ad, which focuses on luxury and aspirational travel, the goals of the "Free to Focus" campaign were to foster an accessible image, speak to a wider audience, and connect with small business owners and customers (without undermining the values of the brand).

To accomplish this, we visited two real-life small businesses owners in Brooklyn, NY—highlighting the benefits that AMEX provides for both the customer and owner. The results were two live action spots and an animation which were cut down for YouTube ads, organic social, and paid social placements.