We brought the enigmatic “C.F. Frost” character to life as part of a two week Instagram campaign for American Express.

This was a unique way to tell the AMEX brand story with a different lens and tone. People come to Instagram for insider access or a behind the scenes look that gives them insight into the brand. We wanted to show how AMEX facilitates the passions of its members.

To bring energy and personality to American Express on Instagram, we used an authentic, personal approach for the CF Frost campaign:

  • Beautiful, realistic, first-person POV photography
  • Casual, conversational caption copy, with mention of AmEx member services three or four times per week
  • Culturally relevant setups and situations, as part of an ongoing narrative that gets the audience’s attention
  • Subtle details, such as post timing, used to add additional elements of humanity