eBAY

The Sellers Club

→ creative direction
→ campaign concept & development
→ copy & messaging

For decades the elite world of luxury watch collecting has been dominated by men, so we decided to flip the script and enlist three badass women in the industry to go in the metal about the timeless timepieces they treasure the most.

The Challenge

Luxury watch collecting has long been a world ruled by men. As we began developing eBay’s Sellers Club series and interviewing talent, a pattern surfaced quickly: most recognized collectors, buyers, and sellers were male. Women existed in the space, but their presence and perspective were rarely centered. The series needed to feel fresh, modern, and culturally relevant, which meant pushing beyond the traditional voices and highlighting the collectors shaping the future, not repeating the past.

We reimagined the storytelling approach and pitched a dedicated episode spotlighting the women reshaping luxury watch culture. Instead of defaulting to the usual voices, we elevated the collectors whose expertise and passion often go unacknowledged, giving them space to speak with authority and pride.

We cast three standout industry figures (Caroline Kallman Joffe, Viktoriia Kholevchuk, and Misha Daud) and designed an intimate, cinematic round-table to showcase their perspectives and most prized timepieces. I led creative direction, narrative development, script and interview approach, and co-led (alongside my amazing AD partner) visual styling on set to ensure the conversation felt elevated and authentic.

What emerged was more than a mere watch conversation––it became a candid dialogue about expertise, identity, and taking up space in a historically exclusive world, reframing who gets to be seen and celebrated in luxury collecting.

The Solution

This episode reframed who gets to be seen and heard in luxury watch culture. By grounding the story in authentic voices and thoughtful editorial craft, we helped eBay champion a more inclusive vision of watch collecting — one where women aren’t just participating, but leading.

The piece sparked conversation across social, resonated deeply with collectors and casual viewers alike, and positioned eBay as a platform that celebrates expertise, community, and the future of the category. It gave the audience something rare in the luxury space: representation, nuance, and a fresh point of view.