Business Class: The Series
A documentary series that made small business advice worth watching.
- American Express
- Creative direction, art direction
- Video production, brand strategy, social
The story
Small business owners need help, and good help is hard to find. American Express already had it. Advice, insights, real answers from people who had built something. It was buried on their site where nobody would ever go looking.
This started as a Netflix pitch. When that fell apart during the pandemic, we found another way.
What we made
A documentary series hosted by Suneel Gupta, sitting down with entrepreneurs worth asking. Alexis Ohanian on Reddit, Alli Webb on Drybar, Rebecca Cohen on LoveShackFancy, Adair Curtis on JSN Studio.
Real conversations, not testimonials. We paired the series with a social program so the advice traveled past the people who committed to watching a full episode.
Documentary series
Long-form conversations with founders, released as full episodes.
Social program
Cutdowns and quotes built to travel without the full episode.
Prime Video release
The series left the resource library and landed where people already watch.
Social
The outcome
The series went to Prime Video. Help that used to sit three clicks deep in a resource library became something people chose to watch on a Friday night.
The advice never changed. The reason to watch it did.
Watch the series on Prime →