Citizen Watch supports people's everyday experiences, with watches that are engineered to enhance them.
With their recent reboot of their Promaster collection, Citizen needed to reach experience-driven adventurists with an authentic message in a new broadcast spot. Achieving that level of authenticity required sending the Promaster product out into the field to be used, worn and tested by the world's most talented rock climbers, pilots and scuba divers.
The resulting footage was dynamic, fresh, engaging and real. A pilot conducting his pre-flight aircraft inspections. A diver fitting his mask and checking his tank levels before plunging into the ocean. A team of experienced mountaineers and climbers pushing themselves and their gear to the limits.
CSI wove the footage together along with 3D motion graphics, and told an inspiring story of chasing one's passion by going beyond. The spot, Go Beyond, rests on the script framework of an aspirational message that nearly everyone can relate to.