Normal Timepieces

Art DirectionDesign

Approached by Ross McBride, founder of Normal Timepieces, to art direct their 2016 collection, we were inspired by the watch faces themselves – an unusual design where the face itself rotates rather than the hands, which are cutouts positioned to reveal the numerals below as they move. These cutouts inspired directional lighting reminiscent of sundials. Collaborating with photographer Victoria Zschommler and stylist Nathalie Francis, we were keen that almost all props used also related subtly to time itself. An embossed logo card was then created to includ with watch purchases.