The first JBW x Luar campaign laid the foundation for a long-term creative partnership rooted in shared values of innovation, culture, and craftsmanship.

Tasked with positioning JBW within the fashion and cultural landscape, I used the Atmosphere Watch as a storytelling device — a symbol of time, legacy, and modern luxury.

Visually, I collaborated with Raul Lopez to explore the idea of office chic reimagined and redefining what professionalism and personal style look like in a post-pandemic world. Set within Raul’s own office in the luxurious WSA building, the campaign captured a new era of individuality and ambition, reflecting how today’s creatives show up, work, and express themselves in modern times.

By aligning with Luar’s bold design language and Raul’s creative influence, JBW began carving space at the intersection of fashion and timepieces and setting the tone for future collaborations that continue to expand both brands’ cultural resonance.

Roles: Creative/Art Director

Campaign Design: Jonathan Lucio
Product Design:
Efrain Villa
Michael French
Box Designer: Raul Lopez for Luar
3D Product Design: Efrain Villa
Ecomm Photographer: Zerb Mellish
Production: Kaylee Phelps
Brand Director: Teke Busk and Kendall Falcon
Photographer: Nick Glover
Photo assistant: Roger Gallegos
Videographer: Zerb Mellish
Styling: John Handford with LUAR clothing
Hair: Walter Fuentes
Makeup: Eduardo Jimenez Perez
Nails: Astrid Curet
Talent: Rafael Rodriguez , Victoria Eath, Willa Devereux
Casting: F10