Quirky Campaign from Swatch Imagines a World Where its First Watch was Square

Sticker Studios, along with director Dan French were tasked with conjuring up a square world for the ‘What If’ campaign for watch brand Swatch. The universe bending film rips the very fabric of our reality turning all circle objects into squares, square wheels, square buttons, square balls, square vinyl records, and-you guessed it-square watches.

The brilliant campaign is brought to live with Dan French’s trademark playfulness and skilful camerawork. Blending cinematic live-action performances and touches of VFX pizazz together to make a bombastic experience.

Sticker Studios co-founder, Luke Brookner had this to say, “The iconic watch brand SWATCH came to Sticker looking for a fresh approach with their new Square watches - a film that captured the young energy of the brand. They wanted something fun, surprising and playful that could appeal to a gen z audience.. and Sticker is the production destination for it!

‘What If’ is a world where Swatch makes a decision to create a square instead of the traditional circle. Sticker worked together with Dan French to take the script and push it as far as they could... out of the stratosphere and into a square Earth (literally!). Not only is the advert full of creative square concepts it is currently being played centre stage in New York's Time Square being broadcast to millions. Sticker know how to tap into youth culture, bring new techniques and deliver campaigns that stick in your minds all summer long!”