Client: Citizen Watches

This vibrant outdoor campaign for Citizen Watches was brought to life throughout Westfield shopping centres across Australia, celebrating the memorable moments made during a great night out. The concept tapped into the everyday text messages friends exchange while getting ready or reminiscing the next day — those small, relatable interactions that frame our social lives.

Designed to position a Citizen timepiece as an essential part of a man’s outfit, the visuals paired premium watches with carefully styled shirts, ties, and objects hinting at life’s standout occasions: a rose for a wedding, dice for a casino night, and an ace up the sleeve for good luck. Every detail was chosen to resonate with a higher-income, style-conscious male demographic, reinforcing the watch as a symbol of personal success and confidence.

The project encompassed concept development, scene styling, and photography direction. Each watch was photographed separately in a specialist studio environment to ensure optimal clarity and presentation to align with the brand style guides. 

The campaign was well-received by both consumers and retail partners, supporting Citizen’s strategic repositioning towards a younger, more fashion-focused audience, while maintaining the brand’s heritage of quality and reliability.