Casio G-Shock

BUILT DIFFERENT

G-Shock had serious cultural clout, especially in music, but the new generation had moved on - and didn’t even need a watch anymore. So instead of faking a shoot, we created a new cultural moment that meant something - an event that became the advertising.

First move: we tapped Up To No Good, the hip-hop photography collective -  not just to shoot, but to build hype, spread the word, and curate a guest list. Then we threw Yard Party, an after-party right in the heart of Notting Hill Carnival, featuring artists who mattered to this generation - Sneakbo, Kenny Allstar, Novelist. Throw in a free G-Shock watch, a waiver form for attendees, and suddenly these were the faces in the above-the-line stills and films for the campaign.

From there, we crafted a conceptual filmed spot integrating real scenes from the party. We kept it authentic, casting people we met at the event and having them compose the music. Blended with a future-facing Tokyo-inspired palette, this wasn’t just about G-Shock being seen - it was about being understood by a fluid generation that are built different.