Amex x Coachella
Getting delulu at one of the biggest festivals in the world with Reneé Rapp.
The Ask
AMEX wanted to show up big at Coachella — not just with perks and points, but with a full-sensory brand experience built for Gen Z. Something dreamy. Something sharable. Something that didn’t feel like “brand at festival,” but like “brand is the vibe.”
The brief: Create a magnetic space for Card Members to chill, flex, and feel something — all while making Amex look like the most culturally in-touch brand on the festival grounds.
The Solution
We turned Amex’s footprint into a 4-room delulu daydream — co-signed by Reneé Rapp, drenched in chrome and mysticism, and engineered for maximum shareability.
The Experience
The New Bar
a retro mocktail lounge, where your Marg could manifest.
Reneé’s Readings
a self-service experience where our virtual Reneé Rapp gave out tarot cards for your festival future.
Night Market
a mini marketplace of exclusive goods from small biz partners.
The Chill Cave
just what it sounds like. AC, calm, plush seating. You earned it.
The Influencers
Handpicked influencers got early access and a first look inside the space — which meant the chrome walls, tarot moments, and mystery merch hit the feed before gates even opened. Their posts did the heavy lifting: teasing the experience, dropping FOMO, and showing that AMEX wasn’t just present at Coachella — it was the moment.
My Role
I led concept development and storytelling across the activation — from naming each room and writing immersive, in-experience copy to crafting digital, on-site, and social messaging — all while shaping a tone that felt surreal, stylish, and unmistakably Amex.
The Team
VP Creative Director – Sam Resta
ACD - Copy – Collin Carpio
Senior Copywriter – Nick Taubes
Senior Art Director – Allison Hartman
Copywriter – Julius Im