American Express takes entertainment seriously. Cardmembers get private skyboxes at fashion shows and advance tickets to concerts and Broadway.

So to help tell their story, we partnered with someone who takes entertainment as seriously as they do: Conan O'Brien.

Rather than doing an expensive commercial media buy, we pushed out this epic two-minute film to his 23 million fans and followers via Twitter.

This film was directed by Bryan Buckley, and earned American Express its second Emmy nomination for Best Commercial.