AGENCY

Momentum Worldwide - 2025

SKILLS

Experiential Strategy

SUMMARY

Every year Amex shows up at Coachella. The brief: demonstrate card membership value to Gen Z and young Millennials at music's biggest tentpole.

The strategy centered on glimmers, the TikTok-native idea of small, fleeting moments of happiness. Festival-goers aren't there for brands; they're collecting memories.

We gave them some: merch customization, immersive photo booths, pure Amex service dressed as fun.