K. Joseph Watches
K. Joseph Watches is a Black-owned watch and eyewear brand based in the Washington, D.C. and Baltimore area, known for clean lines, thoughtful design, and timeless craftsmanship. Rooted in simplicity and precision, each piece is designed to reflect personal style while honoring the moments that matter most.
This one-minute brand commercial was designed to feel timeless. Shot inside a historic 15-story clock tower, the film draws a visual parallel between the mechanics of time itself and the meticulous artistry behind each K. Joseph timepiece. Through cinematic pacing, textured visuals, and sound-driven storytelling, the brand’s philosophy is brought to life: every second matters.
THE CONCEPT
Time is not just measured, it’s built.
The film opens with a drone shot hovering eye-level with the clock face at the top of the tower. The sound of massive gears ticking sets the tone as the camera slowly advances, pulling viewers into the heart of time itself. As the perspective shifts inside the tower, the industrial mechanics mirror the inner workings of a watch, precise, intentional, and enduring.
The owner ascends the final steps, passing the gears, taking his seat behind the clock face. As he inspects a timepiece using traditional watchmaker magnification, the ticking softens, from the weight of a clock to the intimacy of a watch. Key words are spoken like affirmations:
Strength. Excellence. Resilience. Style. Legacy.
The film closes where it began, pulling back through the clock face, before the brand mark fades in, completing the loop between time, craft, and memory.
THE BUILD (PROCESS)
1
Creative Direction &
Story Development
We developed a narrative rooted in legacy and precision, using the clock tower as both a literal setting and a metaphor for time, craftsmanship, and endurance.
2
Storyboarding &
Pre-Production
Every shot was carefully planned to ensure smooth visual transitions between exterior drone footage, interior mechanics, and character-driven moments. Sound design was considered from the beginning as a storytelling device.
3
Production
Interior footage was captured collaboratively, blending cinematic handheld moments with controlled movement. Drone footage was used to create seamless transitions between exterior and interior spaces, reinforcing the immersive experience.
4
Post-Production
The final film was edited and color-graded with a subtle grain and vintage tone to enhance the timeless feel of the location and the brand’s heritage. Sound design played a critical role in shifting the emotional tone, from monumental to personal.
THE RESULT
A cinematic brand commercial that feels intentional, elevated, and enduring, designed to position K. Joseph Watches as more than an accessory, but as a keeper of moments and memory.
The final piece serves as a flagship brand asset, suitable for website placement, digital campaigns, and social promotion.
CREDITS
Creative Direction, Storyboarding, Drone Operation & Editing: Miesha Dennis Todd
Cinematography: Miesha Dennis Todd & Derrel Todd
Location: Emerson Tower, Baltimore, MD
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