Brief
Position Christopher Ward
as a purpose driven watch brand.
Insight
We wear watches to keep the time,
but often it feels like time is keeping us. It governs how we feel, move, think, work, and rest.
Idea
Composing time. Christopher Ward reframes the watch not as a tool to chase time, but to shape it. Like a conductor’s baton, it helps you move through life with rhythm, clarity, and intention. Time is not meant to be conquered. It’s yours to compose.
CW: Anna Roberson
AD: Keto Barbakadze
Mentor: Kam Phullar
To spark anticipation and reflection, we launched a ten-day social countdown inviting people to rethink their relationship with time.
At the end of the countdown we took over Big Ben, turning a symbol of rigid timekeeping into a canvas for reinterpretation. Through projection mapping, we distorted its face to reflect how time can feel when it controls us. Chaotic and relentless. Then we project the phrase “Compose Your Time”.
To boost social engagement for Composing Time, Christopher Ward partners with Berlin-based photographer Anton Hangschlitt. Best known for his intimate, atmospheric work, Hangschlitt creates cinematic reels of London, crafted specifically for the campaign and set to emotional scores.
In the heart of London, Christopher Ward installs public clocks. Each one shows a prompt with a QR code for the public to respond.
The best entries get printed in a limited-edition Christopher Ward coffee-table book: "Composing Time: A Collective Journal of Modern Timekeepers." A poetic anthology of public thoughts curated by the brand.