Watchmaking has been an industry based on legacy and tradition for most of its existence. We wanted Louis Vuitton to become the changemaker that pushes this industry forward by including new voices and challenging the status quo. In this campaign, we wanted to use bold visual language and messaging to appeal to a new generation of watchmakers from diverse backgrounds. We created a unique visual identity and messaging platform that would empower younger watchmakers and make them feel inspired to apply to the prestigious Louis Vuitton Watch Prize, a mentorship program that can open big doors in the world of watchmaking.
Client: Louis Vuitton
Role: Concept, Copywriting
Art Direction by Oriol Castellar
Creative Direction by Marcelo Reis Melo