Creative Director


M Booth was asked to introduce a scaleable content strategy for the Amex social channels. With almost two centuries of history, we decided to launch an ongoing series focused on the brand's heritage. Amex’s in-house archivist helped us dig up artifacts, and it was my role to create a design language for sharing those moments with the world. It's now been running for years.


"Amex's Social Data Show That Nostalgia is just swell"

– AdWeek


160% increase in Retweets
127% increase in Facebook likes
120% increase in Facebook comments
100% increase in Facebook shares
112% increase in Instagram likes & comments