Marriott Bonvoy x AMEX

[THE OPPORTUNITY] The relaunch of the Marriott Bonvoy AMEX card was our chance to redefine its value for Japan’s elite travelers. Already the country’s leading mileage card, its higher cost of entry demanded more than functional benefits. We needed to elevate its emotional promise—showing that this membership doesn’t just earn miles, but unlocks a richer, more meaningful way to travel. [THE IDEA] Travel is more than just movement from one place to another - it’s that rare, fleeting thrill of discovery. A breathtaking view. A flavor you’ve never tasted before. An unexpected encounter that becomes a story you’ll tell forever. In a world where everything feels seen and shared, the greatest luxury of travel is experiencing something that feels fresh, surprising, and entirely your own. With Marriott Bonvoy’s unparalleled global portfolio and privileges, the Marriott Bonvoy AMEX card empowers travelers to ‘REDISCOVER THE FEELING OF NEW’ - ensuring that no matter where you’ve been, the world always has something new to offer. We used split-screen storytelling to capture both the world we see and the emotions it evokes. The result: a poetic, premium expression of this feeling of new, made for Marriott Bonvoy and AMEX. [WHAT I DID] Creative Director from Pitch to Delivery. Acted as Film Director for Post. Led a nimble team from Singapore, Malaysia and Japan, conceptualising and executing a creative proposal deck for a Film and Photography campaign, including a bonus social idea that got sold in. Led the conceptualisation of the strategy, big idea, deck narrative and creative executions. Also contributed as film creative, copywriter (ENG) and art director. Post-pitch win, continued as Creative Director, overseeing creative development and execution in collaboration with a lean team from Malaysia, Indonesia and Japan. Provided creative oversight across a film and photo shoot with Japan-based production partners in Tokyo, Nikko and Krabi.