CITIZEN L RAINELL
Client
Citizen Watch
Idea
CITIZEN L RAINELL 2026 SS “A Sculptural Statement” The campaign targeted young consumers without watch-wearing habits, leveraging the insight that "in special moments, they want to express their individuality and presence through the items they choose." The brand was positioned as a watch worn like jewelry. The collection features a case design evoking falling rain with refined, classic aesthetics, paired with a dial blending natural hues and contemporary trends. The concept frames each piece as reflecting the wearer's singular radiance. A film shows a young woman preparing for a party in a modern yet classic setting, applying the watch as her final style accent as gentle rain falls outside. The key visual depicts the watch as a luminous raindrop capturing light as rain lifts, conveying luxury while expressing natural beauty.