Rolex launched a new initiative to capture the experience of visiting their stores across the U.S., setting a high bar for creative quality and consistency. I served as creative director on more than 50 videos produced over the course of a year, each filmed by different crews but designed to feel unified and unmistakably “Rolex.” To achieve that, I developed a comprehensive creative deck and visual framework shared with every team—covering lighting, composition, color, and tone—to ensure absolute alignment with Rolex’s strict brand standards. The result was a cohesive body of work that elevated their retail storytelling while maintaining the brand’s signature precision and polish. The partnership has since evolved into an ongoing, highly collaborative relationship, expanding into social campaigns for individual retailers such as Gearys in Beverly Hills and London Jewelers in East Hampton.

Produced by: Jake Estes | Account Executive: Jamie Gullick | Client Rep: Cameron Cordial | Production Company: Lemonlight