For G-SHOCK’s Shock Yourself campaign, we helped bring to life a story about resilience, self-belief, and pushing beyond your own expectations.

Featuring Lil Tecca and directed by BRTHR, the campaign introduced the immersive world of G-York while connecting G-SHOCK’s founding spirit of toughness and determination to a new generation. Across a two-day production, we led talent partnerships, produced two campaign films, and captured a suite of photography designed to extend the idea across social and digital.

At its core, Shock Yourself celebrated the people constantly raising the bar for themselves—not to prove anyone else wrong, but to discover what they’re capable of next.