Amex + Taylor Swift
American Express Unstaged: Taylor Swift
In bringing Taylor Swift to the American Express Unstaged series, Executive Producer Joe Killian recognized an opportunity to evolve the program from a "sit back" livestream to a "lean forward" interactive experience. The resulting video and app, which engaged fans with immersive gameplay, won an Emmy for Original Interactive Program.
Killian collaborated with Amex, Swift and director Joseph Kahn to create the groundbreaking 360° experience. He also oversaw a team of digital technologists, who knitted the elements into a cohesive story complete with social sharing capabilities.
The combination of innovative artistry and interactive technology resulted in deep levels of brand engagement for millions of card members and fans. In addition to widespread industry recognition, the project garnered over 2.3 billion views.
Billboard | Mashable | Rolling Stone
Billboard
Mashable