EXCLUSIVE VIDEO FOR EXCLUSIVE CLUB

Card Member Exclusive Club
Directed an exclusive NYC Video for Black Card members in a private invitation-only space.
  • Year  2025
  • Type  Marketing Video
  • Location  New York City, NY
  • Client  Centurion
Enlarged view

Exclusive Video for Exclusive Club

This project was particularly unique for me as it required traveling to New York City for the first time. Upon arrival, I stepped into the role of Art Director in an exclusive setting accessible only to Centurion Black Card members. Membership is by invitation only, and the bar and restaurant area operates without reservations—entry is limited to a select few.

Open Casestudy

This project was made possible through DCGONE, and Tigerstripe.

Team on Project (7)

  • Ninyo Aganon Digital Art Director
  • Justin Parnell Creative Director
  • JP Flores Executive Creative Director:
Expand to see full team

Overview

Located in the Vanderbilt Tower, this new Centurion lounge is a hidden gem, located 55 floors above ground and accessible exclusively to Black Card members. With everyone on this floor being a cardholder, it’s a setting designed to intrigue and impress members.

What problem were we solving?

Card members are confused with the Centurion Lounge located at airports and think that this is the same thing when this is specific to Centurion Card Members. Although this is a new area to offer to Centurion card members, there’s currently no video that captures the unique atmosphere of this space, especially when Centurion decided to open this up more to the public. Also for Card Members, they are unaware about the different rooms that they can reserve as part of their benefit.

The approach

We created a dynamic sizzle reel that authentically captured the emotional value and multifaceted luxury of the space. The video highlighted its signature restaurants, bars, event spaces, and lounges, showcasing diverse experiences such as casual dining, networking, celebrations, and relaxation, while emphasizing its extraordinary location, exquisite cuisine, crafted mixology, and exceptional design. To meet budget constraints, we utilized American Express employees as talent, ensuring authenticity while maintaining a high production standard. The final product was tailored for various use cases, including customer service training, public and member-exclusive marketing, and C-Suite client presentations, with sensitive areas kept private. Through two-column scripting, detailed storyboarding, and carefully selected music, we crafted a cohesive narrative that resonated across all audiences and platforms.

Process

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    1

    01 of 08

    Floorplan layout showing the full venue route from elevator entry to the Carbon Bar, used to envision scene flow and sequencing.

    Location Planning & Flow Mapping

    With limited daylight and only two shoot days, I created a detailed visual plan from Seattle using floorplans shared by the NYC team. I mapped out the entire route — from elevators to The Salon, Bar, Studio, Gallery, Wine Vault, and Carbon Bar — balancing realism with an editorial lens. By imagining the spatial experience scene by scene, I could shape transitions that felt immersive and connected, even without being onsite.

    Floorplan layout showing the full venue route from elevator entry to the Carbon Bar, used to envision scene flow and sequencing.

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    2

    02 of 08

    Storyboard cards showing camera movement, focal points, and visual intention used to guide the cinematographer and director.

    Storyboard & Shot Flow Design

    To help align the client and crew on our vision, I assembled a storyboard using reference photography, outlining camera movement, talent direction, and intended ambiance per scene. These visuals helped ground the production in a unified tone and gave our team clarity under tight time constraints.

    Storyboard cards showing camera movement, focal points, and visual intention used to guide the cinematographer and director.

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    3

    03 of 08

    Grid view of selected talent sourced from Centurion's team, used to plan narrative roles and spatial presence across scenes.

    Talent Coordination & Placement

    We worked with 12 individuals selected by the Centurion team, each placed strategically to carry narrative consistency across scenes. Some could only be present for partial shoot days, so continuity became a puzzle we had to solve live — carefully balancing presence, wardrobe, and positioning to avoid confusion in final edits.

    Grid view of selected talent sourced from Centurion's team, used to plan narrative roles and spatial presence across scenes.

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    4

    04 of 08

    Sample AI-generated visual created to help stakeholders align on tone, lighting, and design language during pre-production.

    Vision Pitching with AI Visualization

    Because I couldn’t scout the space in person, I used Midjourney and Photoshop AI to simulate how certain scenes might look. These visuals helped communicate the mood and composition we aimed for — showing how even abstract planning could become persuasive and actionable.

    Sample AI-generated visual created to help stakeholders align on tone, lighting, and design language during pre-production.

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    5

    05 of 08

    Behind-the-scenes photo of a Sony FX camera rig, capturing part of the setup used during the Centurion video shoot.

    On-Set Inspiration & Technical Insight

    Watching the shoot unfold from the sidelines taught me so much. Seeing the Sony FX cameras in use, the rig setups, and how the team communicated — it lit a spark. I left with notes on gear and production rhythm that are now shaping how I approach my own freelance shoots.

    Behind-the-scenes photo of a Sony FX camera rig, capturing part of the setup used during the Centurion video shoot.

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    6

    06 of 08

    Editorial-style interior shot of a table setting, photographed spontaneously for the client during a sunny window.

    Bonus Client Photography

    During a break in the shoot, the client asked for photos of a meeting space. I had my Sony A7R IV on me and took the opportunity. These shots were used in internal documentation, and I was lucky to capture them right before the light disappeared — a 30-minute window before clouds rolled in.

    Editorial-style interior shot of a table setting, photographed spontaneously for the client during a sunny window.

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    7

    07 of 08

    Dusk skyline of New York City from the Centurion shoot location, captured as the final scene pivoted under last-minute changes.

    Final Adjustments & On-the-Fly Decisions

    The final evening scene was supposed to bring it all together — but about 6 talents had to cancel last-minute. We adapted fast, casting available crew and reworking timing to pull off the Carbon Bar close. It wasn’t perfect, but the city skyline helped us close with the right energy.

    Dusk skyline of New York City from the Centurion shoot location, captured as the final scene pivoted under last-minute changes.

Tools & Tech Stack Used (3)

  • FigmaStoryboarding
  • PhotoshopFor helping client visualize talent placement, and time of day
  • MidjourneyTo help visualize different angles utilizing provided images of location and individuals

Behind the Scenes

Behind the Scenes

This project was deeply rewarding, mixing creativity with storytelling to authentically convey the luxury of the Centurion Lounge. I personally enjoyed witnessing the hive minded production this cinematography team had, and you can tell they've been working together for many years. I only hope to have this kind of experience, in the form of a Digital Art Director, or another future role. From scripting to storyboarding and collaborating with a talented videographic team (Tiger Stripe from NYC), I enjoyed the challenge of balancing high production standards with budget constraints, which wasn't too much of a limitation. The only problem was that since the talent weren't of professional caliber, some of the talent ended up leaving too early when they were needed for the shoot, causing an issue of reshifting who is needed in which scenes, etc. Regardless, using American Express employees as talent added a layer of authenticity that enhanced the final product. Seeing the sizzle reel’s positive reception and its impact on both internal and external audiences reinforced my passion for creating meaningful, high-quality visual narratives.

Results

The finished product was a dynamic reel that authentically showcased the multifaceted luxury and exclusivity of the Centurion Lounge at Vanderbilt Tower. Highlighting its signature dining, crafted mixology, event spaces, and lounges, wine vault, and speakeasy bar. The video emphasized diverse experiences like networking, casual dining, and relaxation, all set against the extraordinary design and breathtaking views from the 55th floor

After Party

The dynamic sizzle reel quickly became a versatile asset for American Express, effectively showcasing the Centurion Lounge's exclusivity and luxury across various platforms. Portions of this video was also leveraged for another Centurion Video because of its clean videographic qualities. It was used in member-exclusive marketing campaigns, public promotions, the Rezy app, and high-level presentations for C-Suite executives, helping to elevate the lounge’s prestige. Internally, the video was utilized for customer service training, ensuring staff could embody the exceptional experiences highlighted in the reel. The authenticity of the production, combined with its elegant narrative, resonated strongly with its audience and contributed to a deeper appreciation of the lounge’s unique offerings.

Overall Experience

The Centurion shoot was bittersweet — my final project with a crew I’ve come to see as a creative family. I almost didn’t include this case study, but it meant more than just another project. Before I ever got into design, I told my parents I wanted to be a cinematographer, but coming from a family rooted in tradition — doctors, nurses, military — it wasn’t something they could picture. So I went the expected route, enrolling in school with plans to enlist after graduation. Before finishing, though, I pivoted toward digital art — not because I had a clear vision, but because it was the closest I could get to creative work that still felt acceptable. Fast forward 22 years, and I found myself on set, helping art direct a luxury shoot in the middle of New York City. It stirred something in me. My younger self would’ve loved every second of it. I’m grateful for where I’ve ended up, for the people I’ve met, and for the fact that this final project brought everything full circle. I’m glad I was there — first time in NYC, on the 55th floor, doing something awesome.

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