Late Shift and Bossy Women Unveil Citizen’s "Powered by Any Light" Campaign
A technology that harnesses light—any light—to power watches is a really cool thing. And Citizen wanted to make sure Gen Z and Millennial audiences knew it. So, to celebrate 50 years of Eco-Drive Innovation, the iconic watch brand teamed up with Late Shift, the dynamic production powerhouse known for its ambitious filmmaking and hands-on approach, and creative agency Bossy Women to move beyond product showcases and create an engaging, culturally rich narrative.
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Directed by Matt Genesis and filmed on location in Lisbon, Portugal, the “Powered By Any Light” campaign stars actors Devin Druid, known for his role on the hit Netflix show 13 Reasons Why, and Annie Marie Elliot, actor/director of short film AGONIST. Together, they go on a delightfully unexpected journey that helps translate a technical innovation into engaging everyday storytelling powered by any light – from headlights to disco lights.
The milestone campaign will run globally starting January 22 and will feature a mix of director’s cuts and short spots across digital and streaming platforms.
“At Late Shift, we thrive on bringing the real spectacle of filmmaking into every frame,” said John Hollingsworth, Executive Producer and Co-Founder of Late Shift Media LLC. “Partnering with Bossy Women and Citizen on a campaign that’s not just about innovative watches, but about how light itself tells a story, is exactly the kind of work we love to do.”
For more information, visit lateshiftfilms.com and bossywomen.biz.
BRAND: Citizen Watch America
President: Jeffrey Cohen
Brand Managing Director: Eric Horowitz
Chief Marketing Officer: Carla Wilke
SVP Creative: Sam King
VP Marketing: Michelle Leo
Marketing Director: Melissa Taylor
Sr. Art Director: Lisa Razo
AGENCY: Bossy Women
Susan LaScala Wood, Executive Creative Director, Bossy Women
Trish Schmitt, Executive Creative Director, Bossy Women
Benjamin Milligan, Executive Producer, Dark Horse Studios
TALENT
Annie Marie Elliot, Emma
Devin Druid, Tyler
PRODUCTION
Production Company: Late Shift
Matt Genesis, Director, Late Shift
John Hollingsworth, Managing Partner / EP, Late Shift
Tim Fok, Director of Photography
Production Services: PSP
Susana Oliveira, EP Production Services, PSP
Luís Santos, Production Manager, PSP
Tiago Nogueira, Location Manager, PSP
Catarina Leite, Production Coordinator, PSP
João Cysneiros, 1st AD, PSP
Carlos Araújo, 2nd AD, PSP
Renata Sancho, Script Supervisor, PSP
Tiago Silva, 1st AC, PSP
Emanuel Garcia, Technocrane Operator, PSP
Paulo Alves "Joca”, Gaffer, PSP
Miguel Efe, Key Grip, PSP
Cyril Santos, Sound Mixer, PSP
Isabel Carmona, Stylist
Mónica Mota, Make-Up & Hair Stylist
Perry Newberry, Production Designer
Paulo Oliveira, Art Director
Bárbara Neto, Props Master
POST
Editorial, Late Shift
VFX / Finishing, Late Shift
Eric Hoffman, Sound Designer and Mixer, audioHoffman
Luke Morrison, Colorist, Electric Theatre Collective
Oliver Whitworth, Head of Color Production, Electric Theatre Collective
