OVERVIEW
Director Alex Lawson of Archer Media partnered with Bucherer to create a series of short urban collages featuring Rolex’s latest line of watches. Shot across some of New York City’s iconic locations, the campaign aimed to pair the timeless elegance of the brand with the modern rhythm and sophistication of city life.

OBJECTIVE
The concept followed a man and a couple as they moved through moments of quiet luxury around NYC — reading the paper in the park, sipping whiskey at a hotel bar, sharing wine in Soho, and strolling the cobblestone streets of the village. The goal was to capture the feeling of understated luxury and the effortless class that defines both Rolex and Bucherer.

CREATIVE APPROACH
As DP, Chris collaborated closely with Alex to bring the vision to life. Using silky, deliberate camera movements and a mix of macro and wide lenses, he balanced product beauty with storytelling—highlighting the watches not through overt focus, but through the atmosphere and texture of each scene. The result is a series of social reels that feels cinematic, intimate, and distinctly New York.