OVERVIEW: The goal of this assignment was to create a short time-based design piece that could be used in media targeted to a specific market. Encouraged to experiment with different techniques to solve the design problem while incorporating appropriate branding. Rolex is a high quality watch company that is rich in history. Although Rolex was the best known watch brand, it’s reputation amongst younger generations is not as strong. The goal of this short video was to maintain the reputation Rolex has among their current demographic while appealing to a younger group of professionals.
TARGET AUDIENCE: University educated, upper income professionals, 25-30 years old. Male and females who see them selves as individuals who can handle them selves in any situation. They are confident they can succeed in any challenge and can be relied on. In order to create an emotional impact for this group, my goal was to touch on elements of eliteness, achievement, strength and success.
APPROACH: During my research I learned of the innovation Rolex has achieved in the realm of exploration. According to Rolex’s website, the world is their laboratory for testing the excellence of its watches. The brand encourages adventure, advancing human knowledge and pushing limits. This was the foundation of my idea. Rolex supports and has innovative roots in each of the activities shown within the piece.