CITI® / AADVANTAGE®
SEE ADVENTURE
THE IDEA
A stapler. An everything pizza. A chew toy for the dog. Your weekly groceries. Even the most mundane purchases can earn you miles, and miles lead to amazing adventures in new locations. All well-deserved.
This campaign focuses on simple everyday purchases and bringing to life the potential of adventure.
THE TEAM
Group Creative Director: Michelle Underwood
Creative Director: Wes Jones
Senior Art Director: Leslie John
Senior Copywriter: Dan Shearer
Copywriter: Haydyn Goring
Producer: Megan Swartzlander
Photographer: Dominó (Uruguay)
Retouching: Ricardo Salamanca (Chile)
IN THE WILD
When bringing the campaign to the world, we strategically placed our ads around relevant environments. Grabbing your morning coffee on the way to work? Look at what that coffee can unlock.
CitiBike stations across NYC
Social
Yahoo Login
BEHIND THE CAMPAIGN:
We needed to expand the client's creative comfort zone before a single camera flashed.
Rather than relying on traditional mood boards, I generated over 50 scenarios with integrated travel cues to show the depth of the concept. By pioneering this AI workflow before the tools were widely adopted, we were able to secure crucial stakeholder buy-in early on.
More importantly, it created a precise blueprint that guided our photographer and crew on set, seamlessly bridging the gap between the generative AI concept and the final, captured reality in Uruguay.
