Amex + Barclays

experiential, digital

In order to launch the partnership between American Express and the new Barclays Center, we enlisted the help of the then Brooklyn Nets point guard, Deron Williams, to challenge New Yorkers (and beyond) to get creative and show us what it means to be a fan.

A physical box wrapped with an LED screen, which showed video of fans rocking out and brand messaging, traveled the streets of New York, enticing people to go inside and record their best moves for a chance to win vault suite tickets to Barclays Center. Beyond the box, we had a website where users could upload their homemade fan videos, pre-roll with Deron Williams challenging fans to bring it, and full page ads that ran in national newspapers.

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