Usted. A better you.

Usted

Me now

Challenge

Integrate a product within youth culture.

Mark Maddox is Viceroy’s youngest watch brand. Bling bling. Mainstream. Highly affordable. They needed a brand idea that would help them connect with the teen culture. “Me Now” is a concept based on selfies. In the here and now. For someone still at school there’s no past or future, only the present: Carpe minutem.

Expressiveness. Positive attitude. Self-affirmation. Youthful values we managed to unite with the product.
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