Ad of the Day | Late Shift and Bossy Women Unveil Citizen's "Powered by Any Light" Campaign

Jan. 27, 2026

A technology that harnesses light—any light—to power watches is a really cool thing. And Citizen wanted to make sure Gen Z and Millennial audiences knew it. So, to celebrate 50 years of Eco-Drive Innovation, the iconic watch brand teamed up with Late Shift, the dynamic production powerhouse known for its ambitious filmmaking and hands-on approach, and creative agency Bossy Women to move beyond product showcases and create an engaging, culturally rich narrative.

Directed by Matt Genesis and filmed on location in Lisbon, Portugal, the "Powered By Any Light" campaign stars actors Devin Druid, known for his role on the hit Netflix show 13 Reasons Why, and Annie Marie Elliot, actor/director of short film AGONIST. Together, they go on a delightfully unexpected journey that helps translate a technical innovation into engaging everyday storytelling powered by any light – from headlights to disco lights.

The milestone campaign will run globally starting January 22 and will feature a mix of director’s cuts and short spots across digital and streaming platforms.

John Hollingsworth, Executive Producer and Co-Founder of Late Shift Media LLC said:

"At Late Shift, we thrive on bringing the real spectacle of filmmaking into every frame. Partnering with Bossy Women and Citizen on a campaign that’s not just about innovative watches, but about how light itself tells a story, is exactly the kind of work we love to do."