Watches should be high-quality and reliable, while also being wearable, having casual elegance and style. Torrent2, one of four, 15-second spots communicates the emotional component of timepiece selection by showing watches in the context of consumers’ lives.

Movado hired longtime creative partner TAG Creative New York, for the project because of the agency’s reputation as deft communicators of the relationships between brands and consumers. The assignment: bring the existing “My World, My Watch” campaign to life in TV, while continuing the re-brand of the ESQ line as ESQ by Movado.

“We wanted to capture intimate and personal moments in people’s lives as they’re using, or really living with, ESQ by Movado watches,” says Gina Delio, TAG chief creative officer. “Drawing on our experience in film and video work, we’ve created mini-movies that convey the emotional connection wearers have with these contemporary timepieces.” Each ad is essentially a series of live snapshots, each of which depict simple, joyful experiences in beautiful surroundings. Original music composed specifically for the ads bring a lighthearted and playful touch to the creative.

Creative director: Gina Delio Director/editor: Michael Rothman Art director: Fawne Berkun Line producer: Jon Dino

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