Citizen Ecosphere Campaign

Jeffrey and the rest of the CWA executive team wanted to pitch a big idea to headquarters to back up the eco-friendly sentiment of making watch bands from recycled materials. Instead of putting watch images and copy on a slide, we worked with the creative team to make something more impactful: a video tapping into the current issues facing our environment.

Unfortunately, it wasn’t in the immediate plans to go ahead with production of the watches at the time, and the video was never made consumer-facing.

Graduation Campaign

Each year, we partner with the Citizen team to ideate and execute holiday- and event-specific campaigns. While planning for an emotionally-driven graduation campaign, there were budget cuts that resulted in a full production shoot being reduced to a minimalistic photo shoot. Here are the storyboard sketches describing this emotional moment between father and daughter.

Smartwatch Campaign

While everyone has now seen the CZ Smart campaign as it exists, you may not have seen what could have been. The CSI team used various insights to design a wide range of creative concepts that played off of different, yet compelling emotional aspects of the target audience. We believe that any of these concepts could have been rolled out successfully. Enjoy the "behind the scenes" view of this recent launch!

Drive from Citizen Campaign

A few years back, there was an increased focus on trying to carve out a unique tone and messaging platform for the Drive target audience: Millennials. CSI went ahead and conducted some of our own research to better understand how we could position Drive successfully within this space. We presented the concept as a mood board and corresponding manifesto video.  The brand decided to hold on pursuing this to focus on other endeavors for the brand.