Second Time Around

Second Time Around is a campaign created with a vision to help Gen Z connect with Christopher Ward in a more personal and meaningful way. It invites them to customise their watches and engage through pop-ups and social media experiences. The campaign also promotes sustainability, inspiring lasting stories through thoughtful, timeless design.

Christopher Ward, D&AD New Blood 2025

Competition: D&AD New Blood
Brief: Christopher Ward
Project Length: 3 Months
Year: 2025
Collaborators: Ryan Follett, Liam Heisig
Tools: Blender, Adobe Substance Painter, Adobe Photoshop, Adobe Illustrator, Adobe After Effects

Front view render of the Second Time Around pop-up: a black Christopher Ward kiosk with large campaign type — 3D Render of Exhibition/Pop-up Space

Angled render of the pop-up with visitors browsing

Interior of the pop-up showing the customisation counter and watch displays

‘Create a fresh new idea that bridges the divide between Christopher Ward and Gen-Z to help them become the next generation of watch advocates. Focusing on sustainability, craftmanship and storytelling.’

Brief

Vertical social ad: 'Give the gift of stories.' with a Christopher Ward watch

TikTok mock-up of a handwritten note: 'Only open on your 18th – Dad'

Second Time Around lanyard and swing tags with the Christopher Ward mark

Laptop showing the Second Time Around page on the Christopher Ward website

The Christopher Ward twin-flag mark, cropped large

Christopher Ward Bespoke (2% For Good)

For Second Time Around, we leveraged Christopher Ward’s ‘Bespoke (2% for Good) initiative’ as a key pillar of the project. By highlighting the brand’s commitment to giving back, we reinforced the campaign’s focus on sustainability and meaningful engagement. This allowed Gen Z participants to feel that their personalised watches not only reflected their individual style but also contributed to a greater purpose, creating a stronger emotional connection with both the product and the brand.

A major insight from our research was that Gen Z are passionate about second-hand shopping. From thrift stores to online resale platforms, they embrace it as a way to express their individuality and craft a personal style without overspending. It’s a mix of creativity, sustainability, and smart budgeting.

Christopher Ward watch with a red dial and worn leather strap

Close-up of the caseback engraved 'For Good' and 'Second Time Around'

“Design it, wear it, pass it on - make a watch as unique as you.”

Project Storytelling

We wanted to put ourselves in the shoes of children and explore the subtle ways they connect with their parents. One of the key observations we identified was the fascination children often have with their father’s watch, a symbol of time, care and legacy. This became the emotional foundation of the Second Time Around campaign, inspiring the idea that a watch can hold memories and stories worth passing on. Through this lens, Second Time Around celebrates the bond between generations and the timeless nature of design that carries meaning beyond its function.

To illustrate this idea, we created a heartfelt, Disney-inspired animation showing a child receiving their father’s watch as a cherished hand-me-down on their 18th birthday.

3D animation depicting a child inheriting their father’s Christopher Ward timepiece.

Animation still: a child’s bedroom in warm morning light

Animation still: shelf with a toy plane and children’s drawings

Animation still: the bed and bedside table in sunlight

Animation still: an 18th birthday card beside the open watch box

A Selection of Animation Stills.

Reflection

Second Time Around was a major step in my development as a designer, allowing me to refine my skills across concept development, design execution, and motion. Using tools like Blender and After Effects, I pushed my creative and technical abilities to a new level. While it unfortunately didn’t win a Pencil at the D&AD Awards, I see it as some of my strongest, most considered work and a project I’m truly proud of.

Formal entry to D&AD New Blood Awards Video

The formal two-minute film submitted to the D&AD New Blood Awards for the Christopher Ward brief. It opens on the insight behind the campaign, that 6 in 10 Gen-Z shoppers believe 75% of their purchases will be second hand in the next year, then moves through the Second Time Around identity and the animation that closes the film.

Formal Entry to the D&AD New Blood Awards, 2 Minutes.