The direction for all Freedom To Exist imagery is always to be as natural as possible. Real people rather than unattainable models; not overly posed showing day-to-day life. I wanted human interaction and engagement. As if there is a stolen moment or glimpse into someone else's day.
We chose the location of the Barbican because of the synergy between the brutalist aesthetic of the architecture & the minimal mid-century vintage feel of the watch design.
Photography by Anton Rodriguez.