Developing a new campaign for Rolex's DayDate watch, a flagship model known for its unique day display window. The concept should be inspired by the TVC but work as a stand alone campaign.

Challenge

I explored concepts centred around the watch window and the transition from night to day, breaking away from Rolex's typical grid designs. Considered pushing boundaries to disrupt the brand's rigid layout conventions. Initial concepts included utilising imagery representing the night-to-day transition and incorporating Rolex's selected testimonials.

solution

Rolex responded positively to the exploratory work. Currently in the process of refining the design into a full campaign, with plans to incorporate digital and out-of-home assets.

Result