The #Express Yourselfie National Campaign & Tour Follow The Campaign
Not only was this campaign the second largest win that Here Media had seen, but it was also its first experiential campaign. The #Expressyourselfie Tour was a socially driven campaign amplifiying American Express's Shop Small Movement by celebrating its alliance with the LGBT community during Pride season and driving consumer traffic to small businesses in local communities. The center piece to this campaign was the parade float which involved a 13ft tall Drag queen wearing a dress designed hold over 1,100 polaroid selfies taken during each parade.The Tour launched at NYC Pride and then traveled to Palm Springs, Chicago, Provincetown, Austin, Fort Lauderdale, Seattle, and Salt Lake City.As Art Director, I helped establish and lead the creative direction for this campaign. This multi-layered campaign involved, working with our marketing, AMEX team to establish the campaign identity, working with outside vendors specializing in event production, and unifiying the four key components : The Pride parade Float, the Festival and Photo Booth, Accessible custom editorial for each city, and engaging the social community on and offline.
Logo Design for the #EXPRESSYOURSELFIE Tour
The paparazzi themed parade float, including flashing lights, never ending glitter, and a DJ. While en route AMEX team members would hand out sunglasses and beads while four brand ambassadors raced around with polaroid cameras allowing for people in crowd to express themselves by taking a selfie.
Much of the dress inspiration derived from early Madonna, leather straps, futurism, and Jean-Paul Gaultier (credit : Estaven Ramos for design and production)
We were able to get Pandora's Boxx to be our beautiful queen.
The truck design for the AMEX Tower event.
The custom t-shirt design made for the AMEX team to wear during the parade.
The palm cards handed out during the parade driving people to Out.com/Pride and OUTTraveler.com/expressyourselfie
Gift bags in collaboration with Birchbox
The higher lever concept for OUT.com/pride was essentially to become a social hub allowing for people to celebrate all year long (not just during the summer). This was also the digital destination for viewers to find their photo from the dress as well as engage with other people from the event.
Right Image : The landing page for OUT.Com/pride. Left Image : The landing page for all #expressyourselfie photos taken during each parade
The landing page for OUTTraveler.com/expressyourselfie. This site hosted custom editorial written by our editors highlighting food spots, night life, shopping, and bars in each location of the #ExpressYourselfie Tour.
Right Image : Landing page for OUTTraveler.com/expressyourselfie. Left Image : The landing page for each city ( Austin is showcased in this example). From here viewers can find out more information about the city from an LGBT perspective.