Christopher Ward aimed to attract a stronger Gen Z audience while staying true to its brand identity. After analyzing the brief, three key words stood out: authentic, precise, and craftsmanship. These values became the foundation of the campaign.
From this insight, the slogan “Accurate. Authentic. Artistry.” was developed. The alliteration makes it memorable and distinctive, while directly reflecting the brand’s core strengths. The tone is minimal and confident, appealing to Gen Z’s preference for clarity and substance over exaggeration.
The visual direction takes the form of a watch blueprint, highlighting the technical precision behind each timepiece. By revealing the structure and detailing of the watch, the design communicates transparency, accuracy, and craftsmanship simultaneously.
Rather than focusing solely on the finished product, the campaign celebrates the process, positioning Christopher Ward as a brand that values precision, honesty, and artistry at every stage of creation.
