Saint Honore is a Parisian watch house, and this is the mall and press campaign that ran for it in the Gulf through the retailer Time Center. It was part of the work that took Gold, Silver and Bronze at the Pikasso d'Or awards in the mall advertising category.
The problem with watch advertising is that every brand shows the same thing. A face, a wrist, a dial. The difference has to come from what surrounds it.
So each collection got its own world rather than its own layout. Opera is staged against theatre light and falling glitter, with a horse in the frame. Coloseo is colder and more architectural. The watch is always the brightest object in the picture, but it is never the only thing in it.
The typography stays out of the way. Saint Honore Paris sits small and centred at the top in the house lockup, the collection name sits at the base, and everything between belongs to the image. In a mall, where a lightbox competes with fifty other lit surfaces, that restraint is what makes the picture readable at distance.
Placements ran across mall lightboxes at escalator and atrium level, street furniture, newspaper press and retail point of sale.
