WHAT'S YOUR 20? - American Express was launching its first ever Everyday Card. It was the first time American Express created a card that was less exclusive and more inclusive, offering more rewards and bonuses without an annual fee. The brand was hyper targeting multi-tasking moms who made the same twenty purchases every month. For this campaign, we thought, let's just get our favorite mom to launch it; enter Tina Fey. Tina, being a multi-tasker herself was the perfect fit. We were also, at that time, tired of the way moms were portrayed in the media and wanted to change the game. Moms definitely have a sense of humor and they certainly can be as funny as Tina Fey. The campaign first launched during the Academy Awards in 2014 and it ran for many years.
Director and Photographer: Brian Buckley and Annie Leibovitz