American Express prepared to relaunch the famous Black Card, also known as the Centurion Card. To do this, we decided to prove our exclusive benefits using something nearly impossible to get: a dinner reservation at Michelin-starred Carbone in NYC. In fact, we proved it by bringing the entire restaurant to them whilst they were in Cannes for the Cannes Lions festival.

For three days only, we opened a new Carbone location in Cannes, France, where data told us a large number of Centurion members would be that week. We visually interpreted the mid-century Italian-American story behind the original location and transformed a villa in the hills, into a restaurant meets immersive old world garden party only Centurion could throw.