Connecting The Dots

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/ About the project

As part of a larger initiative to refresh Movado's visual language in its entirety, the brand partnered with Aruliden, who led the creative project. The team conceived "Connecting the Dots," an evergreen campaign introducing Movado as the iconic and cultural Swiss timekeeper. The campaign tells the story of different individuals, all connected by a single dot, capturing the simplicity and ingenuity of the brand across every walk of life.

As Art Director, I offered creative input on set, took BTS photography, and independently led the product photography. I established a new standard for how the brand shoots and retouches product, now the active benchmark for e-commerce shoots and product-focused imagery across the brand. I also led a re-strategizing of social media across all platforms, reintroducing historical content that reinforced Movado's narrative as an iconic Swiss heritage brand with a rich history in craftsmanship.

/ Credits

Client:
Movado

Creative Director:
Carloine Askew

Art Director:

Kevin Tran

Jaisy Romance

Cristhian Sabogal

Photographer & Director:
Julia Noni

First Assistant Director:
Steven Alexis Valle

Cinematographer:
Htat Htut

Stylist:
Yohana Lebasi

Production:
Tann Services

/ Year

2023

// Visual Direction

Final imagery from the campaign. Lifestyle direction and commercials led by Aruliden. Product photography independently led by me, and creative input provided on set throughout.

// Digital Ecosystem

For the digital ecosystem, I led content strategy across paid and organic social. Building on the brand's goal of reintroducing Movado as an iconic Swiss heritage brand, I incorporated historical content into the digital channels to help reinforce that narrative. Weaving together archival imagery, BTS photography, typography, and product photography, I curated a stylized grid that tastefully educated the audience on the brand's history and visual identity.