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Pattern Beauty

Pattern Beauty
J.P. Morgan Chase & Co.

J.P. Morgan Chase & Co.
Under Armour

Under Armour
the Clorox Company

the Clorox Company
Starbucks

Starbucks

The Ask | Chase tapped Playworkgroup to define the next chapter of the Reserve suite of financial products. The core brief was to reintroduce the iconic Sapphire Reserve card with a fresh visual identity system and unveil a new business offering through a campaign that blends aspirational lifestyle moments with the practical elegance of luxury travel, highlighting the card’s improved premium benefit offerings.

The Approach | Playworkgroup developed a visually-driven campaign that positioned the Sapphire Reserve card as both a high-design sculptural object and a modern status symbol. Shot by renowned fashion photographer David Sims, the campaign’s teaser framed the redesigned card as an oversized accessory, bridging the aesthetics of editorial fashion photography with playful product storytelling. A refined look for still life photography, a curated image library, and a wide-reaching, out-of-home rollout established visual continuity across all channels. Additionally, the creative strategy leaned heavily on cultural storytelling, supported by a cast of celebrities, tastemakers and icons such as Ben Stiller, David Chang, the Foster Sisters, and Ella Langley

The Result | The ultimate Sapphire Reserve repositioning defined a new era for the suite of  products, reinforcing their relevance among stylish and travel-savvy cardholders. The campaign, flexible across print, digital, and social platforms, is supported by high-impact influencer content and leveraged experiential touchpoints such as the Sapphire airport lounge. As a result, Sapphire Reserve re-emerged on the market as a premium travel card and a cultural marker of taste, value, style, and modern prestige.

Curated Photo Library:

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