Creative Direction

Brand

Campaign

Chasing High-Noon

(

)

/ About the project

Movado's goal was to create a campaign, featuring Indian ambassador Sidharth Malhotra, to target the rapidly growing Indian market. This included a core brand film, a product-focused spot, and a high-impact cultural video tailored for Diwali, India's major gifting season. With the release of Icons II, Movado wanted each ambassador to share the same stage, but in a way that feels deeply authentic to the talent.

This objective led to the creation of "Chasing High Noon," a cinematic narrative that follows the journey of the sun, mirrors the iconic Movado single-dot dial, and bridges global ambassadors under a shared sky. My approach was to create visual stories that intertwined Movado’s minimalist design ethos with the vibrant cultural nuances of the region's expanding watch demographic.

/ Credits

Client:
Movado

Creative Director:
Kevin Tran

Photographer:
Brikamjit Bose

Cinematographer:
Mitesh Mirchandani

Production:
Une Poco Mas

/ Year

2025

// The Idea

Chasing High-Noon was a concept years in the making, rooted in Movado's own visual language and the iconic motifs of the brand. The idea was to use these elements as an artistic framework to build a singular narrative that connected each global ambassador to a shared world. I developed a full treatment deck that fleshed out the visual language, laying the foundation for the elevated cinematic story.

// The Work

With the concept fully developed, I built detailed technical storyboards for both films, balancing the visual relationship between the watch and the ambassador. From there I expanded the creative across every touchpoint, creating digital layouts to print ads. The campaign resonated strongly across social channels, with the Bold Quest video reaching 55.8 million views on Instagram, making it one of the brand's top performing pieces of content in years.

// Diwali Adaptation

Shooting on location in Mumbai, Movado wanted to extend the campaign into a dedicated Diwali moment. I developed the concept "Chasing The Light" as a creative bridge between the cinematic world of Chasing High-Noon. The execution demanded a focus on lighting, props, and styling to authentically honor the culture's gift giving holiday.

// The Work

As with Chasing High-Noon, I developed the technical storyboard and led the creative across digital and print channels. The festive content resonated strongly on social, reaching over 60.5 million views on Instagram. The campaign was recognized by Mad Over Marketing as one of the top Diwali campaigns of the season.