Spot is your exclusive corner of TikTok where big ideas turn into sales.
For my comprehensive exam’s brand storytelling portion, I decided to create a campaign for American Express’s new payment platform built inside TikTok, called Spot.
In the hectic world of TikTok, it’s truly difficult to find yourself. As a creator, you need to follow trends, do the next TikTok dance, or the next brand collaboration — constantly being pushed around by others to do the “next thing.”
Amex Spot is where you and your followers can find true connection.
Out of Home Elements
OOH elements are used here to build awareness of the new “Spot” brand.
These elements are designed to be placed in Los Angeles to convert the city’s top creatives into users of Spot.
An outdoor billboard to be placed on the 10 freeway in westbound direction near the LA Arts District.
A digital outdoor display on Figueroa St, across from Crypto.com Arena. In collaboration with Sesame Street.
Newsletter
The email newsletter campaign is designed to reach targeted audiences of 18-30/yr who are current users of American Express with a billing address within Los Angeles’ top creator neighborhoods.
Instagram Elements
Instagram Posts aim to gain overall brand awareness for Spot. They feature general product announcements, plus a cross-collaboration with everyone’s favorite childhood influencer - Elmo - evoking a cozy, home-like feeling that should comfort audiences when they click into your “Spot".”
All materials were created for the PR and Advertising comprehensive exam at USC Annenberg (Spring 2025). American Express, and the American Express Logo are trademarks of The American Express Company. All work is purely fictional, and is unassociated with the American Express Brand.