JBW x Luar: The Atmosphere Campaign
My Roles: Group Creative and Art Director
Watches have traditionally been positioned through heritage and status, often disconnected from the cultural shifts shaping modern identity. At the same time, fashion continues to evolve rapidly and especially in a post-pandemic world where notions of professionalism, space, and self-expression have been redefined. The gap: timekeeping as a category hasn’t kept pace with how culture now moves.
The inaugural JBW x Luar campaign established the foundation for an ongoing creative partnership rooted in innovation, cultural relevance, and elevated craftsmanship. Positioned at the intersection of fashion and timekeeping, the collaboration reframed JBW as a cultural storyteller shaping modern luxury.
Campaign Ads
Through the lens of the Atmosphere watch, time became both symbol and narrative device representing legacy, ambition, and the evolving nature of success. In collaboration with designer Raul Lopez, the campaign reimagined office chic within a post-pandemic world, capturing a new language of professionalism defined by individuality and self-expression.
Video Ad Shorts
Wrist Shots
The visual narrative reflected how today’s creatives inhabit space, identity, and ambition. Together with Luar’s bold design perspective, JBW carved out a distinct cultural position marking the beginning of a long-term dialogue between fashion, time, and modern success.
Watch Portfolio
Social Ads
Time is more than function. It’s a reflection of ambition, identity, and evolution. As fashion redefines modern luxury through individuality and cultural relevance, timepieces have the opportunity to become narrative tools, not just accessories. The future of luxury lies in storytelling that mirrors how people actually live, work, and create today.
Landing Page & Digital Merchandising
Email/SMS
Digital Lookbook
Experiential Deliverables: NYFW Spring 2024
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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