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. So, how often do we work on Citizen projects? Enough that we recently noticed three of our spots taking over the entire landing page.
PRO-MASTER
Citizen asked us to develop a campaign that brings to life the spirit and energy of Promaster to celebrate its 35th anniversary -- through its incredible influencers, William Drumm (who was fresh from shooting an underwater album cover for Billie Eilish), Will Gadd, Jodi MacDonald, and Jeff Shapiro. Even more of a treat than shooting these incredible adventurers in Banff, Cabo, and Sedona was actually getting to know them.
Our idea: When it comes to adventure and taking advantage of every crazy, weird, wonderful thing the world has to offer, Citizen is steadfastly PRO. Below is a :30 featuring all three of our hero watches followed by three single-story :15s.
CITIZEN ECO-DRIVE
Eco-Drive is the purposeful technology behind most of Citizen's watches–powering watches by light so they never need a battery. The Citizen brand tapped us to replace their existing campaign with one that came from a more joyful, optimistic place.
OLV
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, make a positive impact on people and our planet. And we did it for a really...really low budget with the help of the most amazing team-- our incredible director, Sean Thonson, and our insanely amazing producer, Celia Williams.
CITIZEN ECO-DRIVE TECHNOLOGY FILM
Citizen asked us refresh an existing film on their site by rewriting the script and update the look/feel using existing footage.