Prime Visa Times-Square and World Trade Center Billboards for relaunch
May 17-31 and September 1-31 , 2023
My contributions to this project: Creative direction, Messaging strategy
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In late August 2023, Chase offered Amazon’s Prime Visa team a coveted Times Square billboard placement to support our April product relaunch. However, the offer came with extreme timing constraints, and key internal stakeholders were out of office.
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Deliver an aligned, brand-consistent creative direction for a high-visibility placement within 24 hours — ensuring we maximized the opportunity without risking a negative brand experience at scale.
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I immediately established a workback schedule, secured interim leadership alignment, and crafted three creative directions in a single day. I collaborated with Chase’s internal creative team to account for technical restrictions of the digital billboard format, ensuring our designs were both impactful and compliant. Our approach tightly aligned with Amazon’s recognizable brand assets to maximize audience resonance.
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The Times Square placement ran from May 17–31, delivering 22.5M impressions and successfully reinforcing Prime Visa’s updated brand identity. Due to the placement’s strong performance and positive reception, we expanded the creative concept to five additional 15-second spots at the World Trade Center throughout September — yielding an additional 50.9M impressions. This work not only elevated Prime Visa’s visibility during a critical brand moment but deepened our partnership with Chase through highly visible, high-performing creative leadership.
Overview
Faced with a last-minute opportunity to showcase Prime Visa at Times Square, I led creative direction and messaging strategy under tight deadlines. Through swift coordination, clear design thinking, and brand-focused storytelling, we secured not only the Times Square billboard but expanded the campaign’s success to additional placements at the World Trade Center — ultimately delivering over 73 million impressions during a critical brand relaunch moment.
Initial Concerns:
Our product relaunch that had just hit market in April 2023. With this being such a highly visible placement, I had concerns on how any inconsistent visuals would contribute to brand recognition in the larger flywheel of awareness for our product. The existing proposal from Chases Agency was (1) not brand aligned (2) using non-approved imagery and (3) was not meeting the bar of design we deliver for our customers. Ultimately it was not simple enough to be effective with the competitive environment of Times Square.
My proposal:
From the data our partner had provided, for this placement we understood these would have the attention of people passing by for around 5-6 seconds baseline, this means we I had to propose a system to to convey key value propositions in a quick a cohesive way without relying on people stopping and reading the full 30 second placement. I broke down each of our ranked value propositions of the card and proposed that each statement show up and have the card react to each in chronological order of how highly it ranked from our audience data.
Below is what we aligned on for final execution
22.5M Impressions
We estimate these impressions contributed to higher application and sales volumes.
15% increase in applications
We estimate this drove incremental incentive for people in NYC to sign up for the card.
30% increase in Amazon sales
We estimate this sales bump specifically in NYC was correlated to this placement.
Because of the success of this placement we received additional slots for the World Trade Center
To ensure a cohesive and scalable experience for this placement, we aimed to scale the design from our Times Square billboard. Based on partner-provided data indicating a 5-6 second attention span, I proposed a system to convey key value propositions efficiently. Considering micro-interactions and the consistent north-to-south building traffic, I focused on placing the core interaction at the center for optimal visibility.
