The product: American Express Open is a credit card for small business owners that provides card-carrying members with the unique benefits and network of support attached to American Express.

The ask: Help small business owners thrive in an ever-changing economic landscape. 

The insight: A journey of 1,000 miles begins with a single step. 

The idea: Highlight the power of small businesses in a notoriously struggling American city like Detroit by documenting the story of entrepreneur, small business owner, AMEX card holder and Detroit-native, Phil Cooley. Then, get the legendary Werner Herzog to shoot it.