The Ask | Chase tapped Playworkgroup to define the next chapter of the Sapphire Reserve suite. The brief: reintroduce the iconic Reserve card with a fresh visual identity and build anticipation for a broader campaign rollout that reflected the card’s elevated design and premium benefits.

The Approach | To spark curiosity and reframe brand perception, Playworkgroup led with a bold teaser campaign that cast the redesigned Sapphire Reserve card as an object of sculptural beauty and cultural cachet. Shot by legendary fashion photographer David Sims and starring iconic supermodel Claudia Schiffer, the teaser leaned into the visual language of high fashion, positioning the card as an oversized accessory with striking presence.

Deployed as large-format out-of-home and media placements, the campaign launched across key U.S. markets — New York City, Los Angeles, Chicago, and San Francisco. These placements range in scale and selectivity to create intrigue and visual impact without giving too much away.

The Result | The teaser positioned Sapphire Reserve as a design-forward statement and signaled a dramatic creative shift for the brand. Claudia Schiffer’s appearance added timeless glamour, while the limited yet high-profile rollout built anticipation and set the tone for the full campaign reveal.