Nixon tapped TBWA\Chiat\Day to help launch the Autumn/Winter 2014 collection of limited watches. There was a need for the brand to be positioned neck to neck with luxury brands such as Shinola while remaining true to its core identity. Our proposal was to reinforce what the brand stood for and to elevate their art direction by using California as inspiration to the campaign. Going from the glassy waves of Cardiff, the sprawling skylines of LA, the skateboarding culture of Venice, to the alpine views of Mammoth Lakes and beyond. "ALIVE IN CALIFORNIA" is a campaign platform intended to motivate people who embraced this lifestyle to feel inspired to go outside and experience all the beauty this state had to offer while establishing NIXON and CALIFORNIA as synonymous.
Nixon tapped TBWA\Chiat\Day to help launch the Autumn/Winter 2014 collection of limited watches. There was a need for the brand to be positioned neck to neck with luxury brands such as Shinola while remaining true to its core identity. Our proposal was to reinforce what the brand stood for and to elevate their art direction by using California as inspiration to the campaign. Going from the glassy waves of Cardiff, the sprawling skylines of LA, the skateboarding culture of Venice, to the alpine views of Mammoth Lakes and beyond. "ALIVE IN CALIFORNIA" is a campaign platform intended to motivate people who embraced this lifestyle to feel inspired to go outside and experience all the beauty this state had to offer while establishing NIXON and CALIFORNIA as synonymous.