Advertising Campaign
Creativity International Awards Winner : Gold
Timex was slated to run a series of full page ads each day of the Outdoor Retailer trade show to promote a new range of performance watches. The watches were loaded with features that were specific to the needs of athletes and adventurers, but rather than going the traditional route of sleek and shiny models in all sorts of limber poses, they wanted to feature the watches as hero in a truly unique way.
While many of the watches across the range shared similar functions and features, each ad aimed to focus on a singular product attribute. The physical characteristics were so specific to their function that the concept of deconstructing and reassembling them in the likeness of the activities or experiences that they were built for was an effective way of communicating their intent without hampering their aesthetic integrity. By reinforcing that each design was intentionally influenced by its environment, Timex was able to connect with their audience in a new and unconventional way.
Client Timex
Design Agency Alternatives
Services creative direction, art direction
