CITI® / AADVANTAGE®
ADVENTURE IN EVERY PURCHASE
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
BEHIND THE CAMPAIGN:
This is the project where Midjourney became my best friend.
We generated 50+ scenarios with integrated travel cues, with countless versions of each. The platform was relatively a new tool at the time, and gave me an early start and getting comfortable with integrating AI at every stage of production.
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