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An Orchestra Beautifully Channels Brandi Carlile for American Express’ Newest Ad [Video]

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Small Business Ideas

Around this time last year, global sensation Lin-Manuel Miranda took all of us on a journey through his Washington Heights neighborhood. The philosophical ad was a personalized tour of some of the businesses and locations that helped shape the Hamilton creator … and all underwritten by American Express.

Underlying the surface of the work is the idea of “backing” a person, even if they are among one of the world’s most famous. In a new campaign, timed once again to the U.S. Open (AmEx is a big-time sponsor), the theme is “Backing to Thrive” and interpreted in quite a literal sense.

Created by the brand’s agency mcgarrybowen and directed by Prettybird’s Max Malkin (who has worked on ads from Apple and Nike), the entire ad is shot from behind, evoking a very direct tableau of the “backing” theme. It is 60-seconds of beautifully shot quick cuts of personal and professional scenes.

The densely packed creative covers a wide swath of moments in life. There a kid’s birthday party, an older …

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