The Polo Watch Collection

Ralph Lauren Watches | Fall 2020

Ralph Lauren sought to deepen its connection with its loyal brand enthusiasts by launching a new icon for the Polo brand: the Polo Watch. Sophia J. Gonzalez lead global messaging for the Polo Watch campaign, from creative concept brief to execution. In the campaign, four watches embody powerful moments in Ralph Lauren’s historic timeline as a leader in style, sport, adventure, and living.

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The New York Times Print Ad

Out-of-home advertising included a full-page advertisement in the Sunday Styles section of The New York Times, published on September, 27, 2020. Gonzalez wrote the advertisement, which casts the Polo Watch as the ultimate expression of the world of Polo and lists its most compelling features.

 
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Digital Mailer

A digital mailer issued to customers and sales associates leverages archival imagery to elicit positive feelings of nostalgia associated with the brand. Gonzalez incorporated emotive quotes and detailed product descriptions to inspire the reader to embrace Ralph Lauren’s style philosophy.

 

Instagram Feed

To drive engagement and reach, Gonzalez applied long-form storytelling in writing Instagram in-feed captions in order to deliver a powerful narrative. Click the images below to read the captions Gonzalez wrote for Ralph Lauren’s Instagram account.

Instagram Stories

In creating Instagram Stories, Gonzalez worked closely with the art director and social team to edit imagery and copy in a product still-focused, quick-read format to further drive engagement and reach. Below, view the Instagram Story frames that ran for the Polo Watch launch.