SEA-GULL
ABOUT THE PROJECT
Seagull is a heritage watchmaker whose modern legacy traces back to its iconic 1963 pilot watch, powered by the famous ST19 hand-wound mechanical movement, evolved from the Swiss Venus 175 chronograph. Celebrated globally as one of the most affordable, historically authentic mechanical chronographs, Seagull holds genuine cult status among watch enthusiasts. For this project, we created a complete launch campaign for the ST18 polygon case model. The campaign concept centered on the watch's ruggedness through a striking dual approach: a cold narrative set in icy glacier landscapes and a warm one set amid sand and desert, a contrast carried across the creatives.
CHALLENGES FACED
The core challenge was translating craftsmanship into a compelling campaign, visually conveying that this watch is built by elite engineers with quality born of real expertise. Capturing both ruggedness and refinement meant balancing the contrasting cold-glacier and warm-desert worlds into one cohesive story, while ensuring the heritage, durability, and master craftsmanship behind the ST18 came through in every creative.
SERVICES INCLUDED
Launch campaign, creative campaign concept, advertising strategy, tagline and copywriting, art direction, and brand storytelling.
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