Product Design

• Animation

• Campaign

• OOH

• Product Design • Animation • Campaign • OOH •

Gorillaz x G-SHOCK

Art Direction & Product Design for CASIO - Jonas Carvell
Creative Director - Jamie Hewlett
Artist Management - Eleven Management
Directed by Brutus
Video production - Feed Me Light
Instagram videos - CreateDrop

Brief

We were tasked with orchestrating a landmark collaboration between G-SHOCK and the world's most successful virtual band, Gorillaz. The objective was to design a product line and accompanying campaign that celebrated the band's entire discography, bridging the nostalgia of their origins with their contemporary sound.

Featured in Highsnobiety, Hypebeast and Kyra TV

Product imagery

Full video episode

Response

Working directly with the band’s co-creator Jamie Hewlett, I developed two distinct watch designs: a classic camouflage model as an ode to their self-titled debut, and a sleek black edition representing their latest album, The Now Now. To launch the collection, we partnered with animation studio Feedmelight to produce a series of narrative-driven episodes, seamlessly integrating the watches into the playful, chaotic universe of the band members.

Result

This became G-SHOCK’s largest collaboration launch of 2019, with 40,000 units distributed worldwide. The campaign achieved massive cultural penetration, securing features in HighSnobiety, Hypebeast, and Kyra TV, and successfully engaging a global fanbase across both music and fashion verticals.