Amex OPEN wanted an impactful way to promote their brand and deliver on the promise of helping small business owners grow their businesses. We produced a series of broadcast panel discussions featuring accomplished celebrity Cardmembers imparting advice and actionable business insights.

Amex OPEN is the team at American Express dedicated to serving the needs of small businesses. We encouraged them to demonstrate the credit card’s “value of belonging” by continually providing small business owners with access to relevant content and connections that will help them grow their business. To celebrate this brand promise and provide a platform for Amex OPEN to engage with customers on an ongoing basis, we produced a series of Iconic Events—unique, compelling, and informative celebrity panel discussions that delivered real-time info-tainment and lasting business resources for the brand.

The LA Iconic Event was centered around the Los Angeles Film Festival and included several exclusive networking events for Cardmembers. But the main event was the panel discussion featuring Hollywood A-Listers, Nancy Meyers, Lawrence Bender, and Sydney Pollack.

In addition to taking place in front of a live studio audience, the discussion was also streamed as a live webcast on for Amex OPEN customers. Audience members, both in the studio and online, could ask business questions of the panel and get answers in real time.

After the initial broadcast, we edited all of the best footage into short clips, organized them into categories, and posted them online for future reference at

The results for this Iconic Event were so compelling, Amex OPEN requested we repackage the show for a network television broadcast. It aired on NBC a month later.