Elevating American Express Through Fashion
Each year, Vogue partners with American Express to host Fashion’s Night Out, a high-profile event in Sydney and Melbourne that showcases Australia’s leading designers and brands while celebrating the upcoming summer season. During my time at Ogilvy Australia, I had the opportunity to shape the digital presence of this iconic event, translating its energy and glamour into a cohesive, multi-platform campaign.
Working closely with the Associate Creative Director (copy), our goal was to create a campaign that resonated with the Australian audience while maintaining a high-fashion, aspirational tone. The client was open to innovative ideas but wanted a visual identity that reflected the vibrancy of the event, neon, iridescent, and full of energy. This brief inspired the campaign’s headline, “Illuminate Your Style”, which became the guiding concept for the creative direction.
My role involved bringing this vision to life across all digital touchpoints, including social media, email campaigns, display ads, and event-specific web content. But this campaign was about more than just visuals, it was about the audience’s experience. From the moment they discovered the campaign to their time at the event, it was our responsibility to ensure that every touchpoint was consistent, immersive, and part of a cohesive journey. Every design decision, from colour palettes to typography, animation to interactive elements, was made to guide the audience through a seamless, engaging experience that captured the excitement and glamour of Fashion’s Night Out.
Beyond design execution, we approached the project as a 360-degree journey. The campaign not only promoted the event and drove attendance but also enhanced the audience’s engagement and anticipation, creating memorable experiences that extended beyond the night itself. By carefully orchestrating how the audience interacted with the campaign across platforms, we strengthened American Express’ brand presence and reinforced its role as a key supporter of Australian fashion.
The results?
The campaign was a resounding success, achieving both brand and audience objectives. By delivering a seamless, immersive experience across all digital and event touchpoints, we elevated American Express’ presence in the Australian fashion scene and reinforced its reputation as a champion of local designers. Engagement across social media and digital channels increased significantly, generating excitement and anticipation for the event, while attendee feedback highlighted the campaign’s ability to make the experience feel vibrant, cohesive, and memorable. Ultimately, the project demonstrated the power of combining bold creative vision with audience-focused design, leaving a lasting impression on both the public and the brand.