Anthony Scerri Design
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HAMILTON

AMEX + Hamilton (Design Direction)

A modern-day celebration of Hamilton set inside a platinum-themed after party, exclusively for Platinum Card Members.
Created the first of its kind, "Treenado", made up of credit card shaped platinum cards.
Collaborated with renowned artist, Rich Tu, creating all typographic elements within the entire space. Many thanks to Stefan Knecht for live-illustrating typography on the windows (backwards).  

Greg Tatum - Associate Creative Director // Katie Honig - Senior Art Director

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ROLE

DESIGN DIRECTION + ANIMATION + ILLUSTRATION


 

CHALLENGE:
Celebrate the launch of the new American Express Platinum Card.

IDEA:
On Saturday, April 1, 646 Platinum Card Members were treated to an exclusive performance of Hamilton. They were joined by celebrities, social media influencers and American Express executives. 

This was a modern-day celebration of Hamilton set inside a platinum-themed after party, exclusively for American Express Platinum Card Members.

WE DELIVERED: 
Exclusivity // Member Envy // Brand Presence + Visuals // Large Scale Sculpture // Music Concer



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I collaborated with renowned artist, Rich Tu, and created every typographic element within the entire space. Many thanks to Stefan Knecht for live-illustrating typography on the windows (backwards).

 
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Created the first of its kind, "Treenado", made up of 5,000 credit card shaped platinum cards. The sculpture became the centerpiece, reflecting light beautifully across the space.

 
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After the show, AMEX select guests walked across the street to the Diamond Horseshoe to keep the night going at the post-show party.

 
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TEAM

David Chamberlain - Experience Design Director North America // Phil Koutsis - Group Creative Director // Greg Tatum - Associate Creative Director // Katie Honig - Senior Art Director // Marie Roberts - Senior Art Director