AMEX LIVE LIFE
To launch the new AMEX “Live Life” campaign, we encouraged consumers to leave their virtual lives and challenged them to take part in the best things on the Internet IRL, or in real life—whether that was travel, food, selfie culture or, of course, puppies.
Guests joined us in the massive and immersive warehouse space which was transformed into the AMEX Live Life experiential and included an Amazon rainforest, a futuristic diner, a professional selfie studio and a doggie playground.
The experience began in the buffering room
The manifesto wall
ambient tunnel leading to next experience
The tropical rain forest room where guests were encouraged to meditate in a fomo-worthy environment
the future cafe was inspired by the retro sentiment of the automat and included the internet’s buzziest foods like rainbow bagels and cheesecake plants. this way you could taste the dishes everyone was ‘gramming online.
the #nofilter room celebrated real beautify by allowing consumers to take a natural picture without manipulating it on a given social channel with a filter.
We then simulated those filters through lighting so artistry was not compromised.
the fourth and final destination was an environment inspired by cute puppy memes. partnered with the aspca, we created a puppy room with dozens of adorable pups that you could either play with or adopt on site.
the end of the experience