Yoshinori Makino
Yoshinori Makino
Editor at Tugboat
Tokyo, Japan
TitleCitizen of Light
Agency
Campaign Citizen of Light
Advertiser Citizen Watch Company
Brand Citizen
Story The spot is developed to brand the watchmaker through their technology "Eco-drive". This technology enables the watch to energize from not just solar power but any light from as little as "5 lux", which is just as bright as a lightning bug. The challenge was, how can we symbolize the technology when people will have no idea how little "5 lux" is from the number.
Media Type Television & Cinema
Length
Creative Director
Copywriter
Agency Producer
Producer
Other
Director
Director of Photography
Photographer
Producer
Editor
Editor
Music
Music
Media Rep.

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