Creative Direction

Digital Media

Campaign

Movado Express

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/ About the project

Movado Express was a campaign rooted in the brand's Swiss watchmaking heritage, blended with the spirit of the holiday season. Briefed by Movado's marketing team and VP to create a holistic holiday campaign, my goal was to develop a visual story that served both the creative and business needs of the brand's most important gifting period.

Working with a CGI studio in Amsterdam and a New York-based photographer, we produced a campaign that lived seamlessly between CGI and practical photography. It was a hybrid approach that elevated the visual language without compromising on production value. By repurposing the CGI backgrounds across the seasonal campaign, I was able to extend the creative into a fully realized holiday campaign while staying within budget.

/ Credits

Client:
Movado

Creative Director:
Kevin Tran

Photographer:
Dylan Griffin

Jose Tutes

Digital Tech:
Heath McBride

Set Design:
Jennifer Tran

CGI:
ColorC Studio

Hair & Make-Up:
Michelle Ramirez

Stylist:
Soraya Dayani

Photo Retoucher:

Production:
Kevin Tran - In House

/ Year

2024

// The Idea

The concept was inspired by the brand name itself, Movado, meaning "Always in Motion". It became the creative foundation for the campaign that explored how the spirit of the holidays exists everywhere, all at once. I developed a full treatment deck and narrative that brought this idea to life. I oversaw set design from the ground up across both practical and CGI elements, ensuring the two worlds came together seamlessly in the final product.

// The Work

The campaign yielded nearly 31 flat lay product shots, 6 hero videos featuring the season's key product, and a fully repurposed suite of seasonal content adapted for the holiday rollout. I also developed the storyboard for the final supercut, integrating our ambassadors into the campaign narrative to close out the season with brand-level moment. The team I led delivered a fully realized holiday campaign that bridged Swiss heritage with the spirit of the season.

// Digital Ecosystem

I architected the full digital rollout for Movado Express, developing layouts for the website, social media assets, and digital advertising. Across every touchpoint, the work balanced the business needs of the holiday season with a consistent visual language.