The task was to create a noteworthy experience for American Express, a non-tech focused brand, at the most technology focused trade show in the world. American Express takes pride in its ability to back its card members, to be a brand of trust and endless loyalty. To make a statement and lean into this aspect of the brand, naturally we did the unexpected by showing up at CES highlighting the magic of backing. American Express hosted an intimate, once in a lifetime magic show to be performed throughout the four days of CES.