Swatch Watch Launch
Client: Swatch Group
I collaborated with Swatch UK on the launch of three watches inspired by iconic locations: The London Watch, The Edinburgh Watch and The Oxford Street Watch. Each design needed content that not only highlighted the destination it was celebrating but also felt engaging and adaptable, whether looping on social media or displayed on digital signage.
I explored a range of creative approaches for each campaign, presenting different directions that played with location, culture and brand personality. Swatch selected one concept for each watch and we developed these into the final campaigns. Some of the unused concepts are shown here
The Oxford Street Watch - Rejected Concept
The Edinburgh Watch - Rejected Concept
The London Watch - Rejected Concept
The Chosen Designs
It was agreed that using time lapses was a great way to have movement on the videos, allow them to loop, get across the destination the watch pays homage to, and also allow the watch to be the main and only point of focus. So the time lapse concept was used for 2 of the designs. Using footage from different sources meant the need to colour correct and grade the footage to match and give both videos it's own style.
The strong use of colour on the Oxford Street watch design lead to another idea which was universally liked using the type on the watch moving around the screen.
Below the final designs can be seen as they were uploaded on to social media.
In-store Digital Signage
As well as being used on Swatch UK's social media channels, The London Watch and the Oxford Street Watch videos were worked up to be displayed on a portrait LED board and small digital signage screens at the flagship UK store in London.
See below image of the front of the Oxford Street store at it's re-opening, which was also the release of the Oxford Street watch.
