Swatch – The Scubaquarium

Client: Swatch Agency: CAYA / Avantgarde Role: Concept & Copy

Create a playful, digitally led activation that invites Swatch’s global community to dive into creativity, literally. The experience needed to be social-first, immersive, and visually disruptive in urban spaces.

What if a piece of the ocean emerged in the most unexpected of places?

We created The Scubaquarium - a whimsically disruptive underwater experience where guests could design their own digital sea creatures (nicknamed Swatchlings) and watch them come to life in LED aquarium installations across city streets.

Each installation became an evolving, interactive canvas, powered by community creativity, that treaded the line between fantasy and reality, turning urban passersby into ocean explorers.

I co-developed the concept and wrote all key narrative elements, including: • Campaign naming and taglines • Experience framing and copy structure • On-site and digital storytelling touchpoints • Voice and tone design balancing fun, fantasy, and brand clarity

• Merged play, tech, and storytelling into one immersive brand experience • Used UGC avatars to create a sense of co-ownership and ongoing evolution • Perfectly aligned with Swatch’s energetic, expressive tone of voice