As part of the D&AD New Blood Awards, I decided to do the Christopher Ward brief. The brand asked for new ways to engage Gen-Z and encourage them to become brand advocates for Christopher Ward watches.

My concept was to design an in-person experience that allows Gen-Z watch lovers to engage with the brand in real life and share their thoughts to others on social media channels.

And so, the Christopher Ward Bakery was born: a limited edition event/ installation in the style of a bakery that highlights the bespoke nature of Christopher Ward watches and creates an exclusive social media event.

Displaying the watches and brand assets as if they are luxury patisserie goods would aim to be a fun and playful way for younger audiences to engage with the brand. All outcomes were in keeping with their brand guidelines to maintain brand consistency.