SEIKO WATCHES STREET SERIES
THE CHALLENGE
Our mission was twofold: firstly, to introduce the new Prospex Street Series to a younger audience by launching the Street Series collection—a bold, fashion-forward collection positioned to compete with established brands like G-Shock. Secondly, we aimed to redefine Seiko's image, elevating it from a perceived budget accessory brand to a symbol of rugged elegance and heritage
SEIKO TAKES THE STREETS
The Street Series collection was designed to compete with the likes of G-Shock watches, offering a rugged accessory with heritage style cues.
Our goal was to cultivate an aesthetic that authentically reflected Seiko's heritage while drawing inspiration from the dynamic world of streetwear. To realize this vision, we curated diverse talent from different parts of the country, each bringing forth their unique style. This deliberate choice not only added richness to our visual narrative but also marked a significant milestone for Seiko USA—the inaugural integration of BIPOC talent in a product launch campaign. The decision to showcase individuals from various regions, each with their distinct flair, not only celebrated diversity but also underscored the brand's commitment to inclusivity. Personally, seeing this campaign come to life and being at the forefront of this groundbreaking moment stands out as a pivotal achievement in my career journey.
The campaign was a success, with praise from the very passionate and often-opinionated watch community, and features in style-specific sites like HYPEBEAST and GEAR PATROL.
Key Contributions
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Providing overall creative guidance to ensure a cohesive and impactful presentation across all elements of the campaign.
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Capturing the essence of the Street Series through visually captivating imagery lifestyle and product photography.
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Influencer Partnerships: Forging meaningful collaborations to amplify the campaign's reach and impact.
Social Media Campaign Execution: Devising and executing a compelling social media strategy to engage the target audience.
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Crafting visually stunning art direction that translated the essence of the Street Series into an online experience