Reimagine Time marked a pivotal evolution for JBW, unveiling a refreshed brand identity alongside a new watch portfolio and a more culturally grounded creative direction. Built around the question, “What does time look like through the people who wear it?”, the campaign shifted JBW from product storytelling to human storytelling and positioning timepieces as reflections of identity, influence, and lived experience.

To bring this vision to life, JBW collaborated with a diverse group of cultural voices whose work spans music, fashion, and digital storytelling. Gio Ramos brought a lens shaped by his experience in contemporary music culture and evolving industry influence, while Alexis De La Rosa infused the campaign with Bronx-rooted energy and genre-blending artistic expression. Taylor Hawkins added a cinematic and digital-first perspective, elevating the campaign’s visual language and narrative reach. Together, these collaborators embodied the spirit of Reimagine Time, bridging personal journeys with JBW’s renewed identity and setting a foundation for how the brand continues to define time through culture.

My Roles: 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