Virtues To Remember
Launch Campaign for TAWC (Trans Atlantic Watch Co.)
Virtues to Remember
TAWC doesn’t just make vintage-inspired watches; they recreate the essence of historical timepieces with unwavering fidelity to their era's design and details.
This is their launch campaign.
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Trans Atlantic Watch Co delves deep into the rich history of timepieces. Each watch is a meticulous homage to a specific era or style, crafted with precision and care.
Our launch campaign poses the question, "Why does the past matter?"
It answers this query through a series of Polaroid-inspired commercials. These narratives highlight lost virtues, age-old traditions, and the timeless legacy of our ancestors, all conveyed with a contemporary flair and a touch of nostalgia.
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Format: Launch Campaign
Delivery Package: 10 shorts, a multitude of stories’ and stills.
Duration: 20-60s
Year: 2023
Language: Danish
Subtitles: Danish, English
Country of origin: Denmark
Format: 2880 x 2160, 25fps, 4:3,
Sound 2.0
Camera: Sony FS7
Prod. companies: Barington Films
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Crew:
Creative Director / Director: Frederik Barington
DOP (Director of Photography): Andreas Ascanius Lundmark
Stills: Frida Karlsson
Composer: Jonathan Scou
Colorist: Anders Strøm Jensen
Stylist: Genevieve Sztuk
PA (Production Assistant): Laura RigilloCast:
Thit Aaberg & Alexander Obaze
The Goal
Launching TAWC, we were tasked with more than presenting their inaugural piece, a 1940s-inspired dress watch.
Our goal was to lay the groundwork for the brand's future. This required a campaign that, while highlighting the debut product, also subtly hinted at the potential breadth of their collection — from aviation to diving watches and beyond.
Our focus shifted from promoting a single watch to create the universe of TAWC, a dynamic and expansive narrative space that would enable them to flourish and evolve into the future.
Defining the brand
If the problem of time has been solved by digital clocks and ever present cellphones, why should we care about yet another watch maker?
We found that TAWC was never about keeping time. TAWC was about saving our heritage from extinction, and being a reminder to honor the past's artistry. It's a nod to the time when every tick of a watch was a testament to human ingenuity. We didn’t just want to be looking back— we want to carry forward the best of our traditions with us into the future.
This is about virtues to remember. It’s not nostalgia. It’s heritage.
Finding the form
TAWC wanted a campaign that felt less like a hard sell and more like an open window into their universe.
So we chose our format: a sequence of living polaroids. In their extended form, they're short films; distilled further, they become like ASMR landscapes—a visual whisper you can lose yourself in, dreaming of the values and life TAWC stands for. This also meant, that the campaign could work on a multitude of mediums in long and short forms.
We centered these stories around a contemporary couple whose demeanor resonates with modern sensibilities. Yet, we placed them in traditional, timeless settings that breathe life into the values and heritage TAWC cherishes.
It's a celebration of the old and new, a blend of the past's charm with today's relevance.
Before the time of ever change there was something else. A time of contemplation. Of trial and error. A time for craftmanship and integrity.
A time where people took their time... And made the best of it.
The delivery
10
Touching short films
15
Intimate reels and stories
50+
Authentic moments
“Our goal was to create a versatile campaign that not only shines as a direct advertisement for their debut timepiece but also serves as a lasting visual foundation for their brand as it evolves”
— Frederik Barington, Creative Director
A million dollar campaign
(for a fraction of the cost)
The Future of World Building
With the name "Trans Atlantic," our campaign needed a global feel. Inspired by the scenic diversity in post-WWII cinema, we envisioned each story in a unique Mediterranean setting. However, budget realities meant traversing Europe for filming wasn't an option.
Enter AI image generation technology. This allowed us to film entirely in Denmark, and then, with some digital wizardry, we transported our narratives to the picturesque landscapes of France, the rolling hills of Spain, and the historic architecture of Italy.
It was a perfect blend of practicality and innovation, ensuring our campaign captured the essence of varied locales while staying budget-friendly.
