Time in Light
Year
2025
Service
Campaign Art Direction
Client
Boutique dos Relógios PLUS
Question
How can the visual world of a summer campaign for a watch and jewellery brand communicate the idea of time as a luxury, defined by memories and meaningful moments?
Goal
Develop the concept and art direction for a seasonal campaign that aligns the brand with the slower pace of summer, translating the relationship between light, time, and memory into a cohesive visual language.
Process
The campaign is built around the way summer changes our perception of time. Days become longer, life slows down, and more space is created for rest, observation, and shared experiences. In this context, time becomes less about measurement and more about the moments we choose to enjoy.
From this idea emerged the concept Time in Light, establishing a connection between the passage of time and the presence of light—one of the defining qualities of the season.
Cyanotype photography became both the visual and conceptual reference for the campaign, as the process itself relies on prolonged exposure to sunlight. Its distinctive deep blue naturally resonates with the brand's colour palette while evoking the sea and the summer sky, reinforcing the atmosphere of the campaign. More importantly, the technique acts as a visual metaphor for the way meaningful moments become imprinted in our memory.
The visual language is composed of arrangements that evoke small fragments of summer: shells, pebbles, photographs, and other everyday objects presented as keepsakes of lived experiences. Combined with the brand's watches and jewellery, these compositions resemble personal moodboards that capture memories through carefully curated objects.
This visual world was then translated across the campaign's main touchpoints, including key visuals, a landing page, social media content, digital advertising, newsletters, a product brochure, and a proposal for in-store window displays.
Takeaway
This project gave me the opportunity to develop a campaign concept with a high degree of creative autonomy, exploring how an abstract idea—the relationship between light, time, and memory—can be translated into a visual language applied consistently across different media.
At the same time, working without an iterative client process highlighted the importance of dialogue and collaboration in campaign development. It reinforced the idea that many of the constraints and perspectives introduced throughout that process are often what shape more specific, relevant, and meaningful design solutions.
