American Express x F1 Canada

A local-first campaign with Amex and Stevens Dorcelus during F1 weekend, spotlighting Montreal’s best small businesses through stylish, story-driven content.

Explore Montreal’s Hidden Gems with American Express

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As part of the 2024 Formula 1 Grand Prix weekend in Montreal, One Way and American Express teamed up to celebrate small local businesses through a high-impact digital campaign. Over the course of three IG Reels and 5 Stories, Stevens Dorcelus took his audience on a tour of three must-visit spots in Montreal: Fugazzi, Ca Lem, and Fleurs et Cadeaux.

The campaign highlighted the importance of shopping locally during major events and was amplified through paid media across Meta and TikTok for three months. Each video was crafted to reflect Amex's brand values: authenticity, community, and premium lifestyle.

Stevens' journey was supported by a stay at the Humaniti Hotel and aligned with the “Shop Small” messaging promoted by American Express Canada and F1GP Canada.

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Our approach

To bring Amex’s “Shop Small” message to life during Montreal’s F1 weekend, we created a city-inspired experience that felt both local and elevated. Every detail from locations to transitions was designed to feel premium, spontaneous, and story-driven.

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Storyboarding & Creator Briefing

We outlined a narrative arc that took viewers on a local journey through three small businesses ensuring the script aligned with Amex’s tone and Stevens’ authentic voice.

Location Scouting & Brand Alignment

We selected unique, camera-friendly locations across Montreal that reflected Amex’s brand positioning premium, urban, and community-focused.

Shooting & On-Site Direction

We produced and directed three Reels and five stories with a lean crew. We prioritized clean visuals, fast transitions, and an immersive feel true to both creator and brand.

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