Role
Art direction
Client
Financial Times × American Express Platinum Card
Project type
Branded content campaign (brand, editorial, and experience design)
Context
Branded print and digital placements conceived to introduce the series across FT platforms, including
a
responsive editorial hub. The work balanced editorial credibility with cinematic storytelling to drive
discovery and engagement.
Approach
Established a visual and narrative system that balanced aspiration with restraint. Print, motion, and
a
responsive digital hub were aligned under a single editorial logic, favouring clarity, mood, and
considered
composition over overt persuasion.
Deliverables
A campaign hero constructed from three interlocking visual elements, supported by a responsive
editorial hub,
motion-led digital formats (leaderboards, half pages, MPUs), and print executions for FT and
FT Weekend, ensuring consistency across platforms while allowing each story to retain its own
character.
Responsive campaign hub bringing together long-form storytelling, video content, and editorial curation across desktop and tablet environments.
Print feature for FT Life: Meaningful Travel, establishing a refined, aspirational tone that frames travel as a considered, values-led pursuit rather than consumption.
Duck & Waffle — A Taste of Heaven. Print feature for FT Weekend, combining editorial layout, photography, and narrative structure to translate the digital series into a premium print experience.
