Back to work Project 1 of 5

Own brand

FRO

Smart by day. Desired by night.

FRO is my own brand: a luxury women’s smartwatch. Identity, CGI product films, campaign and social system for the Dualle LW-35.

Client
FRO, my own brand
Role
Founder & creative director
Services
  • Brand identity
  • CGI product films
  • Campaign
  • Social system
Deliverables
  • Launch film
  • 6 CGI product films
  • 11 campaign stills
  • 3 print ads
  • Logo animation

01 Brief

FRO is the brand I founded: a luxury smartwatch for women. Its first watch, the Dualle LW-35, is 35 × 8 mm with a flat AMOLED dial, five dial colours and quick-swap straps. It had to feel like jewellery first and technology second.

02 Idea

One watch, two sides of her. Bordeaux and emerald carry the day and the night, gold is the bridge between them, and every line is written for both: “Smart by day. Desired by night.”

03 Craft

CGI for the object, directed AI photography for the people. Four rules keep every frame honest: the true 35 mm size, a flat digital dial, bracelet fidelity and real screen light. No type is ever generated inside a frame; it is set by hand afterwards.

One watch. Two sides of her.

04 The object

10 pieces
01Logo reveal
FRO, Key visual, gold edition
02Key visual, gold edition
03CGI, the watch in pieces
04CGI, the 8 mm profile
05CGI, rose gold and bordeaux
06CGI, the steel pair
07CGI, the smart side
08Quick-swap straps
FRO, Product, emerald and gold
09Product, emerald and gold
FRO, Product, steel and emerald
10Product, steel and emerald

05 Smart by day. Desired by night.

11 pieces
FRO, Campaign, gloves and grey
11Campaign, gloves and grey
FRO, Still life, cream tailoring
12Still life, cream tailoring
FRO, Campaign, the toast
13Campaign, the toast
FRO, Campaign, the back seat
14Campaign, the back seat
FRO, Campaign, golden hour
15Campaign, golden hour
FRO, Detail, the morning paper
16Detail, the morning paper
FRO, Campaign, the drive
17Campaign, the drive
FRO, Campaign, the office
18Campaign, the office
FRO, Campaign, after hours
19Campaign, after hours
FRO, Campaign, the emerald suit
20Campaign, the emerald suit
FRO, Campaign, night out
21Campaign, night out

06 In print

2 pieces
FRO, Print ad, “Beyond time”
22Print ad, “Beyond time”
FRO, Campaign line, “Why not both?”
23Campaign line, “Why not both?”
Next project 02 / 05 STUDIO HATCH Different pieces. Same place.