Shinola Detroit — “Tuned to You”

Shinola occupies an interesting space in the market as a premium American watch brand with deep Detroit manufacturing roots that risks being perceived as either too expensive or too nostalgic for younger consumers. The task was to reposition Shinola as aspirationally attainable for millennials and Gen Z, connecting the brand's heritage to those audiences' appetite for authenticity and self-expression.

The answer was "Tuned to You", a campaign built around real Shinola customers in real moments, shot with warm golden-hour lighting, saturated colors, and dynamic angles. Rather than leaning on the brand's history as a selling point, the campaign showed how Shinola's craftsmanship quietly becomes part of each wearer's personal story. Three print executions established the visual language, and a TV extension brought it to life through a series of intimate vignettes—a barista mid-morning rush, a musician backstage, a writer losing track of time—each featuring the watch as a witness to a meaningful moment. No voiceover. Just the visuals, a soft piano score, and a tagline at the end.

The central creative challenge here was restraint. A lesser campaign puts the product front and center and tells the audience why it's worth buying. "Tuned to You" reflects my trust in the audience to find a personal connection within the visuals and copy. I’m reminded of that quote from David Ogilvy: “The customer isn’t a moron. She’s your wife.”