We Are The Rhoads Help Shape Timex's New Image
Timex enlisted We Are The Rhoads to capture the brand's new advertising approach, "Wear it Well." The "theme is meant to signal that the keepers of the Timex brand understand how, in an era of smartphones and smartwatches, conventional watches have a fashion raison d'être along with a functionality purpose," reported Stuart Elliot for The New York Times, which featured the Rhoads' campaign earlier in the week. Paolo Marai, president of the Timex Business Unit at the Timex Group USA, told the paper he plans to bring in the next generation of customers thanks, in part, to the photographers' work.
The Rhoads began discussing the project with art director Karen Hite at Toth & Company "several months before we shot it," explained Sarah Rhoads. "Going into it, we had an extremely clear idea of what [Toth] wanted and what Timex wanted, so it was a happy marriage of our three respective visions. It was a combination of that relaxed-lifestyle-meets-fashion elements that we love." She and partner Chris also valued the opportunity to work in black and white. "It's rare that we get to take a step back to the most stripped-back form, and the client was able to see the black-and-white on set, so there were few surprises."