G-SHOCK
That’s Tough
2023
Expanding a global platform into Southeast Asia.
In 2023, G-SHOCK celebrated 40 years of toughness by reimagining what it means to be tough. We aim to establish a relationship beyond functionality.
It's time to think about toughness in a new way. Toughness is not one-dimensional.
We shot this campaign with the founder, Kikuo Ibe himself. At 70 years old, Ibe-san was surprisingly a great actor.
In 2023, G-SHOCK celebrated 40 years of toughness by reimagining what it means to be tough. We aim to establish a relationship beyond functionality.
It's time to think about toughness in a new way. Toughness is not one-dimensional.
We shot this campaign with the founder, Kikuo Ibe himself. At 70 years old, Ibe-san was surprisingly a great actor.
Brand Campaign
Creative Direction
Film
OOH
Social