About
Creative Director / Brand Lead / Content Design
G-SHOCK: Prepared for anything
Putting a rugged watch through the salty wringer, Navy SEAL style.
2018
G-Shock
Creative Direction Art Direction
Mike Waldron Brian Mazalek
G-Shock was a regular client of mine, and they especially enjoyed the bespoke review work we put together for them in-house.
This review focused on their new Mudmaster GG1000 - one of their toughest builds to date - so we took to our backyard and tested this thing in one of the most unforgiving environments around; the sea.
This review focused on their new Mudmaster GG1000 - one of their toughest builds to date - so we took to our backyard and tested this thing in one of the most unforgiving environments around; the sea.
For this feature, we sought to match the overall mood of the product and its intended use by color-matching the sub-dials, bezel, and hands to our lifestyle aesthetic. We sourced a local Navy SEAL to model the watch and paired it with some respectable gear to fit the overall vibe. Because G-Shock is known to function under extreme conditions, macro photography was a must for us.
However, anyone who's photographed a watch in a studio environment can attest to how difficult it can be to really capture the product. Luckily, we had the necessary studio lighting and backdrop to make the Mudmaster pop. Some post-production touch-ups didn't hurt either.
However, anyone who's photographed a watch in a studio environment can attest to how difficult it can be to really capture the product. Luckily, we had the necessary studio lighting and backdrop to make the Mudmaster pop. Some post-production touch-ups didn't hurt either.
Over the hills and far away
For another project, G-Shock came to us looking for a high-impact, sharable branded content piece that fit their target audience and product use case, we immediately thought of the overland crowd.
These are the gearheads, the off-the-grid nomads, the DIY individuals who need a reliable timepiece that doesn't shy away from a bit of grit. The perfect match for a product called the "Mudmaster."
Lucky for us, much of the work was already done for this "Best Overlanding Instagram Accounts" piece. The content was already out there; we just had to find it.
Our mood board, however, demanded low saturation, high intensity, and backcountry action shots. Not to mention some of the best overland vehicle placements we've seen. We're talking next-level Land Cruisers, 4Runners, Defenders, and Tacomas in an off-road setting.
Key features of the G-Shock Mudmaster watch were its brawny Mud Resist technology, Twin Sensor capabilities for temperature updates and directional info, water resistance up to 200 meters, and a super illuminator light for maximum readability come sundown.
All of which perfectly suited this audience. And we couldn't think of a better way to capitalize on this audience's long tail for G-Shock's benefit.
Our mood board, however, demanded low saturation, high intensity, and backcountry action shots. Not to mention some of the best overland vehicle placements we've seen. We're talking next-level Land Cruisers, 4Runners, Defenders, and Tacomas in an off-road setting.
Key features of the G-Shock Mudmaster watch were its brawny Mud Resist technology, Twin Sensor capabilities for temperature updates and directional info, water resistance up to 200 meters, and a super illuminator light for maximum readability come sundown.
All of which perfectly suited this audience. And we couldn't think of a better way to capitalize on this audience's long tail for G-Shock's benefit.