Creative concepting and photo art direction for Michele luxury watches. This campaign served as a turning point for the brand— elevating the look and feel to showcase the premium details including genuine diamonds and gemstones, Swiss movement, and signature 7-link bracelet. Michele aims to inspire and empower women to embrace their dual roles of boldness and femininity while defining their own legacies, time after time.

Campaign rollout included paid social, emails, web sets, and OOH takeovers in prominent NYC locations.

The Michele brand campaign drove a lift in every single metric of the campaign brand lift study, including a +7 point lift in awareness. The OOH units drove a 13% sales lift in local Bloomingdale’s doors during the campaign. Michele saw strong resonance in particular on Elle.com, exceeding Hearst benchmarks on content time spent (>2.5 minutes) & click-through rate (3.8x above average).

Role: Associate Creative Director

Creative Director: Greg Smith

Sr. Art Director: Ariel Saura-Bretschger

Lifestyle photographer: Coliena Rentmeester

Product photographer: Shelley Kautz

Wardrobe Stylist: Sarah Gore Reeves

Hair: Roberto Di Cuia

Makeup: Souhi Lee

Retoucher: Catherine Stewart

Producer: Yvonne Millea