︎
About        CV
American Express

A Shop Small
Welcome


American Express has achieved virtual parity in card acceptance with MasterCard and Visa, yet many people still believe that Amex is not welcomed at many businesses — especially small ones.

What if American Express could change this perception through their Shop Small mission?

This spec work imagines a Dynamic Creative Optimization (DCO) campaign where Amex welcomes new small business merchants to their network while bolstering shoppers awareness of all the places Amex is accepted.
Personalized Creative at Scale: These video are designed as modular units that pull from databases of shopper affinity matched to merchant openings and markets. As a plus up, this creative can layer in additional data points like local weather, time of day, and merchant offers. Which is all to say that depending on what you love and where you live, you would see a piece of creative tailored to you.

If you’re a pet lover in Clinton Hill, you might see:

If it’s lunchtime in Logan Circle, you might see:




If it’s raining in Lincoln Park, you might see:




If you’re a fashion maven in Raleigh, you might see:




If you’re into self-care in South Beach, you might see:




© 2026 Sarah Bruns. The work in this portfolio was designed and produced for the brands represented and is protected under copyright law. It shall not be infringed upon, reproduced, or redistributed without consent. All rights reserved.