Westfield Campaign

Deployed throughout Westfield shopping centres across Australia, the campaign celebrated the moments made on a great night out: inspired by the everyday text messages friends exchange while getting ready, or reminiscing the next day. The work positioned a Citizen timepiece as an essential part of a man’s outfit, pairing each watch with styled accessories and symbolic objects: a rose for a wedding, dice for a casino night, an ace up the sleeve for good luck.

I led concept development, scene styling and photography direction, with each watch photographed separately in a specialist studio environment to meet brand guidelines. Delivered as typography lockups, Westfield walkway smartscreens and superscreens. The campaign was well received by both consumers and retail partners, supporting Citizen’s shift toward a younger, more fashion-focused audience while maintaining the brand’s heritage of quality and reliability.