TENT Takes POV Approach for Seaholm’s 'Vintage Adventure' Campaign

In the discussion for Seaholm’s brand launch, the Swiss-made automatic watch company had one rule for TENT: Do not position our brand as a pretty, shiny object - we have zero interest in communicating like anyone else in our category.

The resulting work channels a spirit of adventure & participation, highlighting the resistance components of every Seaholm watch: shock resistance, water resistance, and anti-magnetism.

The “vintage adventure” campaign relies on a POV approach, combined with vintage look/feel, in hopes of spurring one’s imagination-or recollection-of incredible journeys.

DCOY Studios (Nike, Kiehl’s, Hershey, Budweiser) in NYC admired the “vintage adventure” concept and helped shoot the print/video campaign—complete with CGI, green screen, and live-shoot combo—contributing significant time and effort to the production.

The work launches this month, featured in Overland Journal, Sports Illustrated, Forbes, Esquire, Men's Journal and Fortune. TENT also managed to place Seaholm as an exclusive sponsor of The Surfer’s Journal, aligning the brand with Patagonia, YETI, and Vans. On the PR front, the watches have landed in the hands of Garden & Gun Editor David Dibenedetto and Creative Director Marshall McKinney, and Seaholm is slated for a mention in Outside Magazine's Summer Gear Issue, out next month. The “Vintage Adventure” campaign was recently featured in Communication Arts.