Citizen, Better Starts Now

  • Agency Wieden+Kennedy Tokyo & Amsterdam ;
  • Production Company 100% Halal;
  • Director Johan Kramer;

MPC Amsterdam helps Citizen Watch Co. travel through time to launch their new brand identity

Shot by Dutch Director John Kramer through 100% Halal films, the one and half minute long film takes a look back through the 84-year history of the Japanese watchmaker. Filmed using the respective camera for the era being portrayed- from a 1930’s hand cranked 35mm to a 1980’s VHS camera- the spot captures the essence of each time period to highlight the message ‘Better Starts Now’. Wieden + Kennedy Tokyo and Amsterdam collaborated on the spot, which launches Citizen's new global brand identity.  

MPC Amsterdam either enhanced or degraded Johan’s footage to create the eight different looks seen in the film, as well as performing clean-up and reframing to keep the symmetrical composition throughout. Original Citizen watches from each time period were used, and because of their age - some as old as 1930’s - many had missing hands or weren’t functioning so were animated by the team. 

'Better Starts Now' is the simple belief that, no matter who you are and what you do, it is always possible to make something better - and now is the time to start doing it.

Shot from above, each era is marked by a slate saying 'The End', using type appropriate for the decade featured. The striking titles were designed by W+K Art Director Vasco, and animated and further enhanced by MPC’s Motion Design studio.

Creative Director of Colour Grading Jean-Clément Soret added further authenticity to the eras with the grade, and seamlessly blended the shots from 8mm, 16mm, 35mm, VHS, and Alexa cameras into the final film.


  • Agency Wieden+Kennedy Tokyo & Amsterdam
  • Production Company 100% Halal
  • Director Johan Kramer
  • Creatives Mikey Farr, Evgeny Primachenko & Vasco Vicente
  • Executive Producer Gijs Determeijer
  • DoP Lex Brand
  • Production Designer Rikke Jelier
  • Editor Kevin Whelan
  • VFX Producer Sharuddin Rosunally
  • VFX Supervisor Rob Walker
  • VFX Team Christopher Fraser, Giles Hicks & Eliot Hobdell
  • Grade MPC
  • Colour Grade Producer Ellora Chowdhury
  • Colourist Jean-Clément Soret

Our global family of studios are all permanently connected and networked through an integrated production pipeline, allowing our team of artists and technologists to work closely together on shared projects whether they are in the same building or working remotely from separate locations.