Swatch

For Swatch, I developed a multi-phase campaign that drove results, boosting Irony product line sales by over 26% in just three months. The centerpiece was a striking visual: Swatch watches dramatically submerged in liquid mercury. Why mercury? Because it contradicts everything we think metal to be—just like Swatch contradicts the entire concept of watches. Executing the shoot was no small feat. Mercury is toxic, so the set was outfitted with a special ventilation system, gas masks, gloves, and a professional mercury handler. This wasn’t just advertising. It was brand alchemy.