After the launch of Reimagine Time, JBW entered a new era that was fueled by momentum, clarity, and perfect timing. Right On Time is more than a campaign; it’s a celebration of the creatives who’ve been doing the work, sharpening their craft, and trusting the process long before the spotlight found them.

This series honors those defining their own timelines — the artists, designers, and dreamers whose growth mirrors the JBW brand. When passion is meeting it’s purpose and preparation meets the opportunity; everything eventually aligns.

Each collaboration within Right On Time expands on this idea:

Angel White — Atlas:
Dallas-born country artist Angel White brings the spirit of the urban cowboy into the modern world by blending grit, soul, and southern storytelling with a city edge. His work moves through themes of discipline, legacy, and the steady rhythm of persistence.
His concept for Atlas became a modern western of becoming: a man in dialogue with his own path, where every chord, every step, every look toward the horizon speaks to hard work, purpose, and divine timing. A journey shaped by resilience, rooted in truth, and rising right on time.
Uzumaki Cepeda — ARC:
Bronx-born artist Uzumaki translates movement, texture, and surrealism into the physical world through her signature fur installations and tactile expressions of creation and transformation.
Her concept for ARC centers on a metaphoric coming of age, where a child version of herself speaks and dreams into her present self — a visual dialogue between innocence and evolution, past and becoming.
Suki Baby- Atmosphere (Luar):
Sukii bridges luxury and street culture with fearless femininity. Her rise ignited when she became the face of Drake’s Her Loss album cover, a moment that placed her at the center of the cultural conversation and propelled her momentum forward.
Her concept for Atmosphere captures a woman in full command of her evolution and where rebellion becomes style, confidence becomes language, and self-made momentum becomes identity. It is a portrait of a woman building her own world and standing in it boldly and beautifully.

Together, these stories form JBW’s cultural trilogy — a visual ode to artists coming into their power and a brand stepping fully into its own. Because greatness never happens too soon or too late. It happens right on time.

Roles: Creative and Art Director

Photographer: Zerb Mellish
Videographer: Zerb Mellish
Photo Assistant: Paola Monreall
Styling: Ruben Burgess Jr.
Styling assistant: Tanner Reddick
Management: Why and How Management
Concept: Uzumaki Cepeda
Photographer: Nelson McMahon
Video Director: Nelson McMahon
Videographer: Natasha Abdul
MUA: Omar Razrael
Co Art Director: Raul Lopez
Photographer: Claudio Robles
Videographer: Zerb Mellish
Talent: Sukii Baby
Sukii’s management: The Pause Agency
Stylist: Keyla Exclusa
MUA: Will Metivier
Hair: Jadis Jolie at E.D.M.A.
Producer: Kaylee Phelps
Campaign Design: Jonathan Lucio
Product Design: Efrain Villa and Michael French
Director of Brands: Kendall Falcon