The Ask | Building on the momentum of the teaser, Chase partnered with Playworkgroup to formally relaunch the Sapphire Reserve card and introduce a suite of new business and travel offerings. The campaign needed to blend aspirational lifestyle storytelling with the practical elegance of luxury travel — all while emphasizing the card’s new look and elevated suite of benefits.

The Approach | Playworkgroup developed a culturally attuned campaign that positioned the Sapphire Reserve as both a status symbol and a lifestyle essential. The creative extended across a robust content ecosystem — from stills to social and featured high-profile personalities including Ben Stiller, David Chang, the Foster Sisters, and Ella Langley. The strategy leaned on cultural storytelling, infusing personality and sleek styling into every frame. This allowed the brand to speak credibly to a new generation of style-forward, travel-savvy cardholders.

The Result | The campaign marked a full-scale repositioning of Sapphire Reserve, defining it not only as a premium travel card, but as a symbol of modern prestige. Supported by influencer content, digital placements, and experiential moments like the Sapphire airport lounge, the card re-entered the market with renewed relevance and cultural cachet.