Shifting Focus
360 CAMPAIGN
Creative Direction Art Direction Production Design Copy
THE CLIENT
WatchBox, now The 1916 Company, is the largest retailer of preowned luxury wristwatches in the world. Target audience including collectors, high-net-worth individuals and enthusiasts.
ABOUT THE ASK
Create, produce and disseminate a 360 Campaign aiming to sell-down less popular watches from popular brands.
KATE’S TLDR
Communicating with an audience about products often overlooked requires exactness and purpose. By crafting direct copy, and pairing it with artwork that draws attention to differentiators, we made each featured product worth a second look.
DELIVERABLES
Homepage hero
Organic social
Paid ads
Email / SMS / Push
Customer touch points
PHASE ONE
Discovery
and insights.
OBJECTIVES
Sell-down less popular timepieces from the WatchBox collection
Generate new leads
Produce content to increase traffic to website landing page and boost engagement across social
Garner more brand recognition
Differentiate from competitors in art and tone
THE PATH
Partner with sales team to select featured product
Identify and research each timepiece’s differentiator
Solve for: How can we visually communicate the unique selling points of the collection and why should the audience care?
HOW WE MADE IT HAPPEN
Design created custom backgrounds, sampling colors found in featured timepieces. After getting the backgrounds printed, the team tested the backgrounds in several ways; directly on the paper, hanging above or in front of the composition. After testing on plexiglass sitting about a foot from the background, we achieved the depth we envisioned.
PHASE TWO
Strategies
and concepts.
IDEATION
As a team of many mediums—in this case video, photo, copy and design—we pulled swipe (inspiration) and brainstormed as a group. The process of pulling swipe allows us to solve from every angle and assess what kind of approach could communicate our intent, while keeping our audience, budget and resources in mind.
SOLUTION
In this case, after brainstorm, pitch and green-light, we landed on “Shifting Focus.” Here, our headline acts as a prompt to the audience, daring to shift focus onto something otherwise unnoticed. We used an experimental approach in art direction, utilizing abstract prints and shutter drags to draw the eye and evoke movement.
PHASE THREE
Video, photo, copy,
and design production.
PLANNING
Vital to any production, video and photo began test shooting. Thinking in layers, and aiming to capture as much in frame as possible, we used plexiglass to shoot the watches upon, with abstract print backgrounds beneath; resulting in the depth we envisioned.
EXECUTION
As photo and video tested, the copy team began compiling content for email, social, web and paid. Overlapping the production of these three mediums allowed us to move quickly, wrapping image retouch and copy in tandem for design to hit the ground running.
OUTCOME
How it performed and what we learned.
RESULT
Allowing space for testing results in higher quality work
Pulling swipe and brainstorming as a team helps us consider every angle
Our audience reacts positively to educational content, posed directly
Direct messaging with indirect art direction is successful in the collector community
TAKEAWAYS
Each featured timepiece sold in the week following launch, in addition to a spike in campaign landing page traffic and across social media.