This year, American Express returned to the Australian Grand Prix for its second year as the Official Payments Partner of Formula 1®.
To mark the occasion, we were engaged to capture a premium, media-ready image library from their media day, centred around The Amex Lounge at Albert Park and the elevated hospitality experience it delivers for Card Members and invited guests.
The brief
Our objective was to create a suite of clear, premium imagery that brought The Amex Lounge to life, spanning branded touchpoints, guest interactions, and the overall atmosphere. The challenge was to capture a sense of energy and exclusivity without the content feeling staged or overly directed.
Deliverables focused on platform-ready imagery to support American Express’ owned social channels, balancing standout hero moments with a bank of flexible, evergreen content.
Energy and elevated moments
During the two-hour event, we prioritised key hero moments while remaining agile, capturing a broader suite of branded details, guest interactions, and atmosphere shots that could support social storytelling as carousel or supporting content.
A curated set of editorial-style hero imagery featured key attendees including Naysla Edwards and Emma Pinwill alongside the Amex Influencer Squad (Olivia Molly Rogers, Scott Tweedie, and Hayley Hunter).
These were complemented by premium wide and mid shots that showcased the scale, design, and branding of the lounge, both internally and externally. Candid moments of talent engaging naturally within the space added authenticity and warmth.
Across the gallery, the focus remained consistent: positioning American Express as delivering greater access, energy, and exclusive moments for Card Members and racegoers, while establishing The Amex Lounge as a benchmark for luxury hospitality at Albert Park, from elevated food and beverage offerings to beauty touchpoints and live music.
A quick turnaround
We delivered hero imagery as soon as the day wrapped up to support media distribution, including a curated set of 5–10 images with accompanying captions, supplied in both vertical and horizontal formats, and optimised for both high-resolution and web use.
The final gallery
The final gallery combined wide hero shots that captured the scale and premium aesthetic of The Amex Lounge, with polished group images, candid shots and premium details. The result was a cohesive, slick content suite that delivered in-the-moment storytelling.
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