As Global Creative Director for Citizen, I helped steer a quiet revolution. Over five years, we reimagined the brand for a new era – not by abandoning its heritage, but by turning it into cultural currency.
Across markets from Tokyo to New York, Beijing to Paris, we built a global creative strategy that gave Citizen new swagger.
Still precision.
Still craftsmanship.
But now with edge, energy, and a seat at the table next to the world’s most beloved lifestyle brands.
The work ranged from bold campaigns to celebrity partnerships – Kelly Clarkson, Eli Manning, Takeshi Kaneshiro, Katherine Jenkins – but the real headline came in Year One: a 200% lift in sales on featured SKUs.
More than numbers, we reshaped the way Citizen showed up. Less safe. More seen. And suddenly, the world looked at the brand a little differently.
