Bulova | Proud New Yorkers

Bulova’s story is that of one immigrant’s vision, of risk-taking, of innovation, and of New York City itself. The mission was to create a content and branding campaign to establish the unique relationship between the city and the brand. A video series spotlighted stories of NYC pioneers whose passions and perseverance help keep the New York dream alive. To continue the narrative throughout social media efforts, monthly creative was designed to share Bulova’s quintessential New York story.

Concept
Video Editing
Social Content Design
Digital Ad Design + Development

Designed at: Dark Horse Studios

EPISODE 1 | The Edge Harlem

Edge Harlem is an all-day Jamaican-British-American fusion bistro in a historic building where artists leading the Harlem Renaissance gathered in the 1920s. New York natives, sisters, and restaurateurs Juliet and Justine Masters talk about staying resilient in challenging times.

EPISODE 2 | Katz’s Delicatessen

Meet Jake Dell, the fifth generation to head up the iconic Katz’s Delicatessen, established on New York’s Lower East Side in 1888 (just 11 years after Bulova was founded in downtown Manhattan). He talks about maintaining culinary traditions through changing times.

EPISODE 3 | FIELDTRIP

At FIELDTRIP in Harlem, Midtown, and Long Island City, the motto is “Rice Is Culture,” and the restaurant’s freshly milled rice comes from around the world. Founder and chef JJ Johnson talks about cooking the food of the African diaspora and staying grounded through the pandemic by feeding and being uplifted by the community.

EPISODE 4 | Russ & Daughters

Since 1914, Russ & Daughters has been a Lower East Side fixture, known for its premium smoked fish, bagels, breads, and other appetizing favorites. Cousins Niki Russ Federman and Josh Russ Tupper, the fourth-generation stewards of this beloved shop, demonstrate their slicing technique and talk about how taking risks helped their business thrive.