Editorial

• Art direction

• Print

• Social

• Editorial • Art direction • Print • Social •

G-SHOCK Editorial shoot

Art Director - Jonas Carvell
Photographer - Alex De Mora
Director - Hamish Stephenson
D.O.P 2 - Connor Chalk
D.O.P 1 - Blue Layboune
Styling - Sophie Casha

Brief

G-SHOCK needed to elevate its brand perception to launch a new, entirely metal product line, justifying a premium price point without losing its authentic connection to youth culture. Logistically, the brief was highly demanding: we were tasked with capturing 10 distinct watch SKUs within a single 8-hour shoot, which required rapid styling changes and multiple location setups to ensure each model had its own distinct visual identity.

Response

I art-directed a retro-inspired editorial shoot that balanced premium aesthetics with nostalgic youth culture. Drawing inspiration from the product's metallic build, I scouted a raw, industrial shipping container yard and incorporated classic 1980s vehicles. To ground the premium product in an authentic reality, we shot the stills on 35mm film. The production also required agile multitasking on set; I directed the concurrent capture of dynamic video assets alongside the photography, managing both crews to ensure a cohesive visual narrative without losing the raw, fast-paced energy of the shoot.

Double capture

Capturing 35mm stills and dynamic video side-by-side to keep the energy high and the aesthetic locked in. We graded the video to match the look and feel from the stills.

Result

The campaign successfully redefined G-SHOCK’s position in the market, driving massive desirability for the elevated product line. The cohesive suite of video and photo assets bridged luxury and streetwear, securing high-profile features in Highsnobiety and premium retail placement in Selfridges, proving the brand could command a higher price point while remaining culturally relevant.