Art Direction for TRIWA watches.

Brief/
Create lifestyle images for TRIWA.

Idea/
TRIWA was founded with the mission to disrupt the watch industry by challenging its norms of status and masculine clichés. A contemporary approach to status is having the luxury to be able to take time for your own personal interests. The value of time is a relevant concept for TRIWA to put a spotlight on, so I created TRIWA TIME – images showing young professionals (TRIWA’s main target group) choosing to show status by spending time on what they like to do outside of work.