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American Express x F1 Canada
Explore Montreal’s Hidden Gems with American Express
A local-first campaign with Amex and Stevens Dorcelus during F1 weekend, spotlighting Montreal’s best small businesses through stylish, story-driven content.
American Express
Production Note
Everything you need to know, at a glance.
01 - The Brief
A local-first campaign with Amex and Stevens Dorcelus during F1 weekend, spotlighting Montreal’s best small businesses through stylish, story-driven content.
02 - On the Ground
Explore Montreal’s Hidden Gems with American Express
03 - The Output
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.
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.
04 - The 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.
01
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.
02
Location Scouting & Brand Alignment
We selected unique, camera-friendly locations across Montreal that reflected Amex’s brand positioning premium, urban, and community-focused.
03
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.
Campaign Gallery
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Frequently Asked Questions
What was the goal of this campaign?
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Explore Montreal’s Hidden Gems with American Express
How did One Way approach this project?
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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.
What reach did this campaign achieve?
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Case study by One Way — Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
During Montreal's Formula 1 Grand Prix weekend, One Way brought American Express's Shop Small message to life through creator Stevens Dorcelus, building a city-inspired experience that felt local, spontaneous, and elevated at once. The narrative arc walked viewers through three small Montreal businesses, with every location scouted for a premium, urban, community-focused feel that matched Amex's brand positioning, and the script written to stay true to Stevens' own authentic voice. A lean crew produced and directed three Reels and five Stories on site, prioritizing clean visuals, fast transitions, and an immersive, story-driven feel from location to location. The campaign reached 57K people and helped position Amex as a champion of Montreal's local business community during one of the city's highest-profile weekends of the year.
During Montreal's Formula 1 Grand Prix weekend, One Way brought American Express's Shop Small message to life through creator Stevens Dorcelus, building a city-inspired experience that felt local, spontaneous, and elevated at once. The narrative arc walked viewers through three small Montreal businesses, with every location scouted for a premium, urban, community-focused feel that matched Amex's brand positioning, and the script written to stay true to Stevens' own authentic voice. A lean crew produced and directed three Reels and five Stories on site, prioritizing clean visuals, fast transitions, and an immersive, story-driven feel from location to location. The campaign reached 57K people and helped position Amex as a champion of Montreal's local business community during one of the city's highest-profile weekends of the year.
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.
