Idea: Using Amex’s Brasserie 1850 activation as a backdrop, we created The Empower Wall. Guests held up affirmations and posted their pictures to social media for the opportunity to win Kendrick Lamar tickets.

Taking place in Black History Month, it was important to me to create copy that the audience would resonate with, whether they wanted to enter the competition or not, while also speaking truthfully about American Express’s DE&I efforts and membership benefits. Using the themes of black empowerment, enrichment, and pride in Kendrick’s as inspiration, I crafted 12 affirmations and all of the supporting copy in the activation, such as menus, coasters, blackboards, etc., as well as helping with the concept of the photo competition and managing Momentum’s social media account throughout the day.

Impact: After a successful activation, we received an amazingly positive response from the client and guests, with loads of engagement on social media and in person. On a personal note, seeing black people connect with and proudly hold up my copy, especially during Black History Month, was a career highlight for me. And it was my first one!