What could be more amazing than getting to create work for this iconic brand? Getting to work directly with the amazing clients who run it. It's a collaborative match made in heaven that involves trust, creative-only decks that never extend beyond 12 pages, and a fair share of fun.
CZ SMART
Citizen tapped my longtime freelance partner and me to act as their agency (of 2, plus a producer) to launch their new smartwatch, from scratch. We didn’t have Apple’s budget (or even a fraction of it), but we did have a whole lot of smart people who wanted some attention--and who knew in such a crowded market, our messaging needed to be sharp. Our very first round led to the strategy: A smarter smart watch. It also led to getting a few more dollars being dedicated to the work
OLV
How does the CZ Smartwatch make you smarter, too? We created this OLV to help explain in an eye-catching way in just 30 seconds.
PRINT + SOCIAL
Our whole new look, feel and voice for the brand really came to life in print and online content.
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CES VIDEO
Citizen needed to convince the crowds at CES why they should care about the launch another smartwatch. We created this on-site sizzle video to articulate it in a simple, curiosity-piquing way. In the end, we helped get the brand the attention it craved—in tech publications like CNET, Gizmodo, TechCrunch, and Wired, among many more.
CITIZEN ECO-DRIVE BRAND OLV
Eco-Drive is the purposeful technology behind most of Citizen's watches--powering watches by light so they don't need a batter. They had work that supported their brand message, but they wanted a refresh that would come from a more joyful, optimistic place.
We created a beautiful long-form spot (plus a series of :15s and :06s) that would inspire people to make the most of every second, and, like Eco-Drive, to make a positive impact on people and our planet. In the end we created a spot that looks like a million dollars for under $400k--with the help of the most amazing team, our incredible (and generous) director, Sean Thonson, and insanely amazing producer, Celia Williams.