BULOVA WATCHES | BOLD AT HEART

In 2021, I worked on repositioning Bulova watches as a modern luxury watch brand, creating a new brand platform, Bold at Heart. Bold at Heart encompasses the history of innovation, spirit and attitude of Bulova as a New York City brand for over 150 years. This was the first time Bulova has repositioned itself for a new generation. Along with a new brand platform, we created and executed a beautiful brand film and TVC.

Role: Creative direction, writing, styling & production

Director: Pam Thomas (Community Films)

:60 BRAND FILM (DIRECTOR’S CUT)

This powerful story shows Bulova watch as a pivotal generational connection between a young woman and her father, both musicians, as she goes on to achieve greatness—with the watch as a symbol of the connection they share. A strong story for an iconic brand. Take a look.

:30 TVC

:15 TVC

PRINT

The print look and feel elevates Bulova as a luxury brand, and utilizes a graphic element as wallpaper to make the creative flexible across occasions and seasons. We created a global brand guideline containing direction for retail, POS, and beyond.