G-SHOCK

Making G-SHOCK Cool Again

When I joined the 5W team, the G-SHOCK account was in the middle of a social media refresh. The goal was to move away from broad messaging and create content that resonated more strongly with G-SHOCK's target Gen Z audience. While remaining product-focused, we incorporated elements of streetwear and cultural moments into the content, creating a more contemporary visual direction that felt rooted in how the brand exists within Gen Z lifestyle and street culture. I contributed to the development of social concepts and creative assets that helped bring this refreshed direction to life across Instagram.