Citizen tablet application times square


When Citizen Watches decided to build their new flagship retail store in the heart of Times Square, they set their sights on a customer experience that would amaze and inspire all visitors, foreign and domestic. They came to us for a fresh take on an interactive guestbook... they came away with a retail brand strategy and a global campaign for all seasons.

Citizen country app ambassador

the citizenry

What does a World Citizen look like? Our aim was to tap into the pride universally felt for flag and country, while maintaining an impossibly utopian uniformity. We crafted a style that, though undeniably western, graced the form of citizens from every corner of the globe. The final unifying element is itself the perfect world-travelling companion, a finely crafted Citizen timepiece.

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To travel in style... is to float. Capturing this was challenging, and a lot of fun. Any and all dance training and athleticism our models possessed were employed to achieve the effect.

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Citizen country app ambassador
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Bon voyage

Citizenship has its rewards. The experience begins by allowing you to take a photo which is used to create your passport. Then, choose a destination and you’re off to see the world as a new World Citizen Ambassador.

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wish You were here

An experience worth having... is worth sharing. Upon completion, a digital postcard is sent to you to save or to share on social channels and your friends are invited to experience it for themselves either in-store or on the web.

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the payoff

Competing for attention in the heart of Times Square isn’t easy. The World Citizen experience proved to be quite a head-turner, and when people interacted with it and saw their faces on a New York City billboard... the response was pure delight.

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If seeing this project grace the beautiful Citizen storefront and the Times Square crowd’s reception wasn’t enough, this made us even happier.


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