We Are The Rhoads Slow Down with Timex
We’re each allotted only a small bit of time on this earth and it’s crucial that we do everything we could care to during that time. The prospect can be a little scary, but more important than that: it can be inspiring and no one understands this better than timekeepers like those at Timex. This season they wanted to create a campaign that would strike to the heart of it, so they teamed up with Chris and Sarah Rhoads of We Are The Rhoads to help create their latest that includes both print and videos. “The spirit of the campaign was that the moment is now and to take advantage of it,” explains Sarah. “And that was the heart of it from the beginning. They really trusted us, which is really nice.” The last campaign that The Rhoads created with Timex had been the watch brand’s most successful, so the trust was well earned.
Sometimes it’s hard to take a step out of time and enjoy every minute as it passes in the center of a bustling city. So, rather than bringing the campaign to a place built on busy-ness and speed, Sarah and Chris wanted to frame an energy that was more subtle and leisurely, that was about joy and exploration instead of the ‘rise-and-grind.’ “When we were thinking about the heart of the campaign we thought it would be really nice to take it out of LA or New York, which would be expected destinations, and give a different tone and feel and different character and life force. Portland and the Pacific Northwest provided that background for us,” says Sarah. The Rhoads spent many years living in the Pacific Northwest so they were familiar with its soul and that helped them mine the energy for the campaign. It was not just their knowledge that helped enrich the look; it was personal experience and understanding. “I found myself feeling quite nostalgic at times,” Chris says.
In order to strike the right mood they knew they had to find the perfect location. And ‘perfect’ is really what the lake was. Sarah describes finding the location as “a labor of love,” because it was far further than just off the beaten path. “The lake was dug by a family in the fifties, so it started as flat land and they dug out however massive that place is, which is pretty impressive,” explains Chris. “It was great.” The lake is on private property, inaccessible and widely unknown to the public. It’s a well-kept secret two hours outside of Portland. There isn’t even any cell service out there. But the remote location added to the whole experience, bringing the crew and cast together into a fresh sense of camaraderie that colored the entire campaign. “We knew when we saw it that it would be great and we really wanted that feeling of an escape from whatever these peoples’ realities were,” says Sarah. “Everyone was really excited about what we were creating and exited to be in a new environment and it was fun.”