The Reimagine Time campaign marked a pivotal evolution for JBW, unveiling a refreshed brand identity and introducing a new watch portfolio. Anchored in the concept, “What does time look like through the people who wear it?”, the campaign sought to connect personal narratives with the brand's new aesthetic. To authentically represent this vision, we collaborated with three influential figures:

Gio Ramos: Formerly associated with Lil Yachty, now collaborating with Playboi Carti, Gio brought a unique blend of musical influence and personal style to the campaign.

Alexis De La Rosa (Delabae): A Bronx-born DJ and multidisciplinary artist, Alexis infused the campaign with his Dominican heritage and genre-blending musical style, resonating with the campaign's cultural themes.

Taylor Hawkins: A renowned NYC-based influencer and tastemaker, Taylor's cinematic content and social media strategy expertise added depth to the campaign's narrative.

Together, these collaborators embodied the campaign's essence, bridging personal stories with JBW's refreshed identity.

Role: Creative/Art Director

Campaign Design: Jonathan Lucio
Product Design:
Efrain Villa
Michael French
3D Product Design: Efrain Villa
Ecomm Photographer: Zerb Mellish
Production: Kaylee Phelps
Brand Director: Teke Busk and Kendall Falcon
Photographer: Tyre Thwaites
Videographer: Zerb Mellish
Hair: Walter Fuentes
Makeup: Will Metivier
Stylist: Marion Kelly