JBW: ReImagine Time Campaign
My Roles: Group Creative / Art Director
Timekeeping has long been marketed through product, precision, and prestige and rarely through people. As culture becomes increasingly driven by identity, influence, and lived experience, traditional watch storytelling risks feeling static and disconnected. The opportunity: shift from showcasing timepieces to reflecting the individuals who give time its meaning.
Campaign Ads
Reimagine Time marked a pivotal evolution for JBW unveiling a refreshed brand identity, 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.
To embody this vision, JBW collaborated with a diverse group of cultural voices. Gio Ramos brought a lens shaped by contemporary music culture and evolving industry influence. Alexis De La Rosa infused the campaign with Bronx-rooted energy and genre blending expression. Taylor Hawkins introduced a cinematic, digital-first perspective that elevated the campaign’s visual language and reach.
Social Stories (Snippet)
Executed as a 360 campaign, Reimagine Time came to life across digital, social, visual, and cultural touchpoints; ensuring each story wasn’t just told, but experienced. Through layered content, immersive visuals, and cross-platform narratives, JBW created a cohesive ecosystem that reflected the multidimensional nature of time and identity.
Lookbook Overview
Watch Portfolio
Time doesn’t exist in isolation. It’s shaped by the people who wear it. In a culture where influence is fluid and multidimensional, storytelling must extend beyond a single touchpoint. To truly resonate, brands must show up across platforms, perspectives, and mediums. Building a world, not just a campaign.
Ecomm Images
Ads
Email/SMS
Web Merchandising
Reimagine Time Launch Party
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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