Art Direction

• Film

• Branded Content

• Art Direction • Film • Branded Content •

Ministry of Defence

Brief

To mark the collaboration between G-SHOCK and the Ministry of Defence, we were tasked with creating a branded content series and paid social campaign. The goal was to authentically showcase the "Never Give Up" mindset shared by both institutions while driving awareness and desire for the limited edition "Mudmaster" watch.

Film

In conjunction with the Ministry of Defence x G-SHOCK collaboration, we set out to create a series of branded content to showcase the shared values of the two brands around the “never give up” mindset. Here we joined the Royal Marine’s at their base in Devon for the day to document the gruelling training they undertake in the infamous “mud run”.

Ads

Response

We bypassed the studio for the field, joining the Royal Marines at their Devon base to document their infamous "Mud Run." By capturing the watch surviving the grueling reality of military training, we created a visceral content suite that proved product durability through action rather than claim. This documentary-style footage was cut into high-intensity assets for social, placing the product directly in its natural, extreme habitat.

Part of the MASTER OF G series, the launch of the new Mudmaster lead us to shoot amongst the diverse elements of Devon with dense woodland, boggy fields and
wetland. I wanted the watch to be showcased against these elements to display its diversity and durability with a face-paced and eye catching video for social media. We also filmed a separate product video to showcase the watch functions in closer detail.

Result

The campaign resonated deeply with the core audience, driving over 2.1 million video views and achieving a notably high completion rate across social channels. The authentic storytelling reinforced G-SHOCK’s reputation for toughness, contributing to the Mudmaster edition becoming a sell-out success upon launch.

Stills

Agency — KASH
Client — CASIO (G-SHOCK)
Directed by - Simon Alveranga (KASH films)
Art Direction - Jonas Carvell
DOP - Connor Chalk
DOP #2 - Louis Brennan
Stills Photography - Jonas Carvell