G-SHOCK | Central Cee

The right artist. The right brand. The right moment.

As Head of Marketing for Casio UK, I led the campaign from budget management, concept and strategy through to execution, overseeing every aspect of the brand experience across out-of-home, social content, retail, PR, events, partnerships and earned media. Working closely with internal teams and agency partners, the campaign was designed to create a connected 360° platform capable of living across multiple touchpoints and moments.

Creative Direction // 360 Campaign & Communications Strategy // Brand & Campaign Budget Management // Media Planning // Creative Briefing // Production Oversight // Event Direction // Contract Negotiation // Campaign Leadership

Collaborators
Direction & Production: Actually Creative

Impact

One of the most ambitious and culturally significant campaigns in G-SHOCK UK's history.

The result was an award-winning campaign that generated millions of views, extensive earned media coverage and helped reinforce G-SHOCK's position as a cultural icon for a new generation.

• Contributed to 16.5% YoY growth in Timepiece sales and the division's strongest annual performance in at least seven years.
• Delivered measurable brand growth, including +5pt increases in Casio awareness and recognition and +3pt G-SHOCK recognition (Feb 2024-Feb 2026).

At the prestigious WatchPro Awards, G-Shock’s Central Cee campaign secured Marketing Campaign of the Year,