Art Direction

Digital Media

Campaign

When I Move You Move

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/ About the project

After several years without a global ambassador program, Movado introduced five new talents to represent the brand for the first time. Each ambassador was selected for their cultural significance in their respective fields, from Julianne Moore and Jessica Alba in film, Ludacris in music, to Christian McCaffrey and Tyrese Haliburton in sports. For this major initiative, the creative team partnered with luxury agency The Style Council, with photography led by the internationally acclaimed Mert and Marcus alongside Maxime Pointblanc.

Within that larger production, I concepted and art directed the product photography, oversaw post production retouching, and led the full digital rollout. The central creative challenge was bridging the icons and the product. While the campaign was built around the ambassadors, the business still needed to sell watches. My approach to the digital rollout was rooted in strategic storytelling to create a cohesive campaign narrative.

/ Credits

Client:
Movado

Creative Director:
Robert Lussier

Art Director:
Kevin Tran

Photographer:
Mert Atlas

Marcus Piggot

Maxime Pointblanc

Mike Tribby

Cinematographer:

Joseph Labisi

Stylist:

Mel Ottenberg

Talents:

Julianne Moore

Ludacris

Jessica ALba

Tyrese Haliburton

Christian McCaffrey

Production:
North Six

January Productions

/ Year

2023

// The Idea

I led concept and creation of the product imagery for the campaign, centering the Movado icon as hero imagery, versatile enough to pair seamlessly with ambassador content. I also incorporated macro photography for detailed, elevated shots of the watches themselves. I built quick concept layouts combining macro product shots with ambassador imagery, alongside a flat-lay mock-up to test an editorial composition.

//Visual Direction

Final imagery from the campaign shoot. Lifestyle direction led by The Style Council, with independently-led product photography and on-set creative input throughout.

// Digitial Ecosystem

For the campaign's digital rollout, I led content strategy for organic social, created advertisement layouts, and built specialty landing pages and social content for each ambassador. Throughout the year, I leveraged and repurposed the core campaign asset. I created new graphics grounded in the campaign's visual language to keep content fresh across every touchpoint.

// NYLON MAGAZINE
X MOVADO

Movado sponsored the Nylon House Party to celebrate the magazine's Art Basel cover, featuring Camila Cabello wearing the Museum Classic as a choker. Movado brought Ludacris to headline the event . I extended the campaign's icon branding into the stage visuals, led on-site content creation, and designed the VIP invite for Movado's client list.