Purposeful Power

Purposeful power is a new brand platform for Citizen watches that brings to life Eco-Drive - a proprietary technology that harnesses any light to power Citizen watches continuously and sustainably. Through an emotive brand film, The Power of Light showcases how light is a force that illuminates our world, inspires connections, and influences our perceptions. Complemented by a new photography style, print executions were a “journey of light” highlighting different product variants.

An intentional trickle, cascading down gorgeous shots of the watches, feeding them with life and sustainability.