In May of 2002 American Express sponsored The Tribeca Film Festival, as part of an effort to revitalise the Lower Manhattan area post 9/11.

We created an online marketing campaign to promote the festival, sell tickets and generate awareness of American Express' sponsorship and their solid commitment to downtown.By having famous New Yorkers talk about their favourite New York movies in streaming video banners we reminded people of the ongoing love affair between New York and the art of film.

Online sales contributed significantly to the critical and popular success of the festival's first year, helping seating reach 90% capacity.