Citizen: LADY OF LIGHT

Credits & Description:

Category: Offline Digital Design

Advertiser: CITIZEN WATCH

Product/Service: ECO-DRIVE WATCHES

Agency: ADK JAPAN

Creative Director: Nozomi Koyano (ADK)

Creative Director: Toshihiko Iizuka (ADK)

Planner: Ryusuke Dohi (ADK)

Art Director: Mutsumi Ajichi/ (ADK)

Art Director: Asami Uesugi (ADK)

Art Director: Midori Nomura (ADK)

Copywriter: Mari Kubota (ADK)

Creative Producer: Kyoka Iwamoto (ADK)

Director/Visual Artist: Daisuke Hashimoto (Pics)

Sound Design: Taichi Masuda

Executive Producer: Gen Uchida (Rock’n Roll Japan)

Production Manager: Yohei Kawasaki (Rock’n Roll Japan)

Production Assistant: Saki Tsutsumi (Rock’n Roll Japan)

Account Executive: Miki Takahashi (ADK)

Media placement: Exhibition - BASELWORLD 2012 - 8/Mar 2012



Describe the brief from the client

Citizen has announced their brand new, state of art concept model ‘Nova’ and ‘Luna’, at Baselworld 2012. For the first time in their history, this year’s models are designed for female customers. We have produced a short movie, which will introduce the beautiful and most innovative watches, to be shown at Baselworld 2012 and other exhibitions and events, on websites, as well as in stores around the world.



Describe the challenges and key objectives

We chose a simple way and personalised the watch as a ‘lady of light’. Because both watches, especially the ‘Luna’ looked like as if it were living. We felt a life in it. Therefore, our basic idea was to describe a lady born from ‘Nova’ and morphs into ‘Luna’, using CGI animation throughout. In addition, during that transformation, the mystical world in which the lady lives, is shown. To avoid clumsiness and stiffness, moves of a ballet dancer were filmed for reference. This movie is a 1 cut movie, with only 1 exception.



Describe how you arrived at the final design

From the inspiration, a ‘watch as living being’, veins of light were designed to fit the lady’s body, and moving lights to represent circulation in her body. At the same time, we also wanted to create a piece of universal beauty, which goes beyond borders, race and time. The reason we set such a high criteria was simple. We wanted to entertain and please women and men, from all around the world, who watch this short movie, and make them notice how beautiful these 2 watches are. We wanted to deliver the positive energy that’s beauty.



Give some indication of how successful the outcome was in the market

The release of the concept watches, ‘Nova’ and ‘Luna’ to the market, is under consideration, and will be announced in near future. In any case, the release will be limited to some hundred pieces each. However, some watch, fashion, art and ad magazines, have already shown their interest in the watches and its PV, and are keen to introduce them in their latest issues.