G-SHOCK
Art Direction
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.
Agency
5W
Role
Art direction by Zoe Orie and Annika Clark
Photography
Kevin Guzewich
Winter to Spring
This is a seasonal concept I developed that explores the transition from winter to spring through movement and styling that gradually reveals the product. The idea used the act of shedding layers to create a sense of progression and subtle reference to the seasons, while still keeping the watch as the consistent focal point. The resulting reel and carousel became top-performing 5W assets in April 2026, driving strong engagement within the refreshed creative direction.
