Creative Direction & Art Direction: Defined the project’s core concept, visual language and content strategy, integrating Citizen organically into the expedition narrative across film, social and campaign assets.
Citizen × Gauchos del Mar was conceived as a branded-content platform connecting Citizen Eco-Drive with real expeditions, environmental conservation and the idea that the most valuable time is the time we preserve.
The project began with a cinematic film built from the Antarctic expedition footage of Antártida: Dominio Uno. Rather than presenting the watch through conventional product shots, the concept integrated it naturally into the journey—allowing the expedition itself to demonstrate its durability, autonomy and connection to light.
The proposal later expanded into a complete content ecosystem: a hero film, shorter campaign versions, vertical content, mini-documentaries, social reels, a global photography library and reusable assets for press, retail, events and digital platforms. Gauchos del Mar was also proposed as the first chapter of a broader series featuring explorers, scientists, artists and environmental activists.
The initial concept progressed through presentations to Citizen Argentina, Citizen Americas and Citizen Japan, receiving positive feedback before the development was paused.
