Amex - Silverstone
Working with American Express to photograph Joe Sugg at the British Grand Prix was a shoot defined by premium experience, authentic storytelling, and fast-paced creativity. Our focus wasn’t just Formula 1 — it was the AMEX experience within it. Specifically, the brand’s curated presence inside the F1 Fan Zone: a stylish, interactive space designed to showcase the exclusive perks and access AMEX offers its Cardmembers.
Working with Joe was seamless. As a digital creator with a natural on-camera presence, he understands how to bring a moment to life without ever forcing it. Whether he was arriving at Silverstone, engaging with fans, or reacting to the atmosphere of Silverstone, Joe gave us genuine emotion — excitement, curiosity, joy — the kind of storytelling currency that fits perfectly with AMEX’s positioning.
As we followed him through the AMEX Fan Zone activation, the goal was to document his interaction with the space in a way that felt both immersive and inviting. Whether he was exploring personalized experiences, connecting with fans, or simply soaking in the buzz of Silverstone, every shot had to reflect a sense of premium access, made personal.
The AMEX area wasn’t just a backdrop — it was a core part of the story. With bold design, digital interactivity, and Cardmember-only perks, it was a chance to visually communicate the brand’s value beyond the card itself. We captured Joe engaging naturally with the space — lounging in hospitality areas, checking out exclusive merch, and sharing his genuine reactions to the activations — bringing a human connection to a high-end brand moment.
Our job was to deliver content that served both the marketing strategy and the emotional tone: exclusive but relatable, polished but authentic. Working alongside the AMEX team and Joe made that balance effortless — both understood the value of storytelling through experience.
This shoot wasn’t about racing — it was about the feeling of being inside something special. With American Express, and through Joe Sugg’s lens, we got to tell that story.
