Creative Direction

Product Launch

Campaign

BOLD Quest

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/ About the project

A 1970s-inspired archival timepiece makes its redebut as the Bold Quest. Movado wanted a narrative-driven launch campaign that brought the Bold Quest into the current market, with a distinct design language the brand could continue using as new additions joined the family.

A Bold New Quest follows an adventurous individual moving through the city in pursuit of the perfect high-noon shot. My approach was to modernize that narrative, making it relatable to today's consumer. All while the campaign also positions the timepiece as essential gear for any kind of quest. The goal was a campaign that delivered on business needs while feeling genuinely aspirational to the target consumer.

/ Credits

Client:
Movado

Creative Director:
Kevin Tran

Photographer:
Jacob Riglin

Mike Tribby

CGI & VFX:
Corey Milne

Cinematographer:
Keane Luong

Styling:
Kevin Tran

Production:
Robbie Snader

/ Year

2024

// The Idea

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// The Work

I created and presented a rough storyboard to our vendor, who interpreted and executed it beautifully. Beyond art directing both lifestyle and product photography, I was heavily involved post-production. I provided retouching notes, feedback on the final video edit, and music references. The shoot yielded 77+ final images and one long-form video, with cut-downs produced for both organic and paid social channels.

// Digital Ecosystem

For the digital ecosystem, I led content strategy for both organic and paid social. I created ad layouts that incorporated more animation and brought a more narrative-driven approach to the content overall.