Assignment 1 - character design for Rolex

Rational

For the past couple week, I have been thinking of about this project; what am I going to do, what character am I going to create and for what company. The beginning was difficult but knowing that if I pick something that I am passionate about, then my design will turn out to be great. I am a watch enthusiast, who dreams to one day own a Rolex, Omega or breitling (there is something special about owning one of these watch). I knew coming into this project that creating a character for a watch company wasn’t going to be easy, since it has never been done before. The journey was long but I am very proud of what I have accomplished. Note, I have decided to only create one character for the purpose of the story line and my clientele. 

On the next couple line, I have added the process that I had to go through.   

1) I started out by doing research on the three top watch company in the world (Rolex, Omega and Breathing). All of the information found has been scanned and put above, on the blog. This was a critical part of creating anything since, you need to know the company inside and out before starting.

2) Based on multiple review about the watches, Rolex was nominated one of the most reliable company. They are the only company that creates house made movement. It is for this reason that I have decided to choose Rolex.

3) The next part was to create the character. I decided to go with a robotic child (made out of watch parts) to symbolize that: watches are special to each individual (there will always be one that you love), to emphasize the idea to the client that a watch and its owner has a love as strong as a father and son (marketing strategy) and that “our” watches are unique.

4) Once finished all of the sketches, I started creating the final image. This was my first time using Photoshop to create a character and I’ve worked really hard in order to perfect it.

5) Since the targeted market audience is for older men (mostly), I decided to for a more settle but effective advertisement. The way that my character is looking up at the father, forces the audience eye to look up to then see, the Rolex logo.    

Story line
I have decided to go with a more cinematic look to it (similar to BMW). The advertisement starts off with scenery from Geneva (the reason why is explained on the scan), followed by a man tightening his tie (demonstrating that this man is in business - target audience), stairs and then door (telling a story of the man leaving the building). Finally, the audience get to see the child robot (acting as the watch) and all of the sudden, time stops and everyone (not wearing a Rolex) freezes up and the business man + child/watch looks back and smile a little bit.  

Reference images