[ BOB’S WATCHES // PROJECT.LOG / 2026 ]
One watch.
A thousand lifetimes
An independent campaign concept built around the lives a pre-owned Rolex Submariner could carry.
SELF-INITIATED SPEC / AI-GENERATED IMAGERY / NOT COMMISSIONED BY BOB’S WATCHES OR ROLEX
CONCEPT + STRATEGY + ART DIRECTION + COPY + GENERATIVE AI
SELF-INITIATED / SPECULATIVE
2026
[ THE.BRIEF ]
My self-set brief: make the history of a pre-owned watch part of its appeal, while addressing the uncertainty of buying one. I developed the concept for Bob’s Watches, connecting an imagined ownership story to authentication and a path to purchase.
[ MY.ROLE ]
I developed the campaign concept, strategy, art direction, copy, and AI-generated imagery, then explored how the work could appear in outdoor advertising and a mobile shopping experience.
Make its past part of its appeal.
The intended story follows a vintage no-date Submariner through different lives: a diver, a photographer, a collector, and the next generation. Authentication is the turning point between its imagined past and a buyer’s confidence in its future.
[ THE.WORK ]
CAMPAIGN IMAGERY + OOH + MOBILE CONCEPTA watch with a past.
I began with imagined diving and photojournalism scenes, drawing on the look of the 1970s and 1980s. Grain, wear, and close framing place the watch in use.
Confidence in the next chapter.
The visual direction shifts to clean, closely observed product detail. This part of the concept brings the inspection behind a pre-owned purchase into the story.
The movement and authentication tag are AI visualizations. They do not document an actual watch or Bob’s Watches’ facilities.
Worn today. Passed on tomorrow.
I brought the watch into contemporary fashion, then closed the ownership story with a generational handoff. The aim was to broaden who could see themselves wearing it.
Not his.
Not borrowed.
Hers.
From the street to the store.
A Los Angeles billboard mockup introduces the contemporary collector. A mobile storefront concept carries the campaign into product discovery, with a clear shopping call to action and visible reassurance.
These are generated presentation mockups. The billboard was not placed, and the interface has not been built or conversion-tested.
A campaign direction in an afternoon.
I conceived and generated the visual direction in one afternoon using Midjourney and AI workflows. The exercise tests how quickly I can take a strategic idea through a connected set of campaign images and channel mockups.
The next pass would lock the watch reference and its details across every frame, replace generated product and inspection imagery with verified photography, and develop the storefront into a testable prototype.
[ FULL.LOG ] — project background
[ SYSTEM.SPECS ]
- BRAND STUDY
- BOB’S WATCHES / INDEPENDENT SPEC
- CONCEPT
- ONE WATCH. A THOUSAND LIFETIMES.
- OUTPUT
- CAMPAIGN IMAGERY + OOH MOCKUP + MOBILE COMMERCE CONCEPT
- TOOLS
- MIDJOURNEY + AI WORKFLOWS
- STATUS
- VISUAL DEVELOPMENT / NOT LAUNCHED
[ THE.STRATEGY ]
The campaign treats previous ownership as a source of interest. Heritage imagery creates that interest; the authentication theme addresses trust; contemporary styling opens the story to more buyers; and the commerce concept gives the idea somewhere to lead.
Bob’s Watches publicly describes a process that includes authentication and configuration checks before listing. That informed the strategic emphasis on reassurance. The generated scenes are an interpretation of that theme.
BOB’S WATCHES / AUTHENTICATION PROCESS ↗[ OUTPUT + NEXT.STEPS ]
The result is a connected visual pitch, with eight selected images and mockups shown here. It demonstrates campaign development and rapid AI-assisted exploration. There are no campaign performance results.
Product continuity remains a finishing task: the current images contain variations in watch details. A commercial version would require specialist review of the reference, dial, bezel, bracelet, movement, and all product and service claims.