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 spoke more directly to G-SHOCK's core audience. By refining the brand voice and elevating the visual direction, our team worked to better capture what makes G-SHOCK unique: a brand that sits at the intersection of durability, fashion, and culture. I contributed to the development of social concepts and creative assets that helped create a more cohesive, engaging, and brand-aligned presence on Instagram.