The inaugural JBW x Luar campaign established the foundation for an ongoing creative partnership grounded in innovation, cultural relevance, and elevated craftsmanship. Positioned at the intersection of fashion and timekeeping, the collaboration framed JBW not just as a watch brand, but as a cultural storyteller shaping how modern luxury is perceived and expressed.

Through the lens of the Atmosphere watch, JBW utilized time as both a symbol and narrative device that represents 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, creativity, and self-expression. Set within Lopez’s own workspace at the WSA building, the visual narrative reflected a shift in how today’s creatives inhabit space and identity. Together with Luar’s bold design perspective, JBW carved out a distinct cultural position signaling the beginning of a long-term dialogue between fashion, time, and modern ambition.

My 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