Award-winning creative studio LOGAN delivers a dramatic unveiling of G-Shock’s G-Steel timepiece in the latest iteration of LOGAN’s longstanding collaboration with the renowned watchmaker.
The 30-second spot directed by LOGAN founder Alexei Tylevich vividly conveys the metamorphosis of G-Shock’s classic resin sport watches into its new “from suit to street” metal-bezel case timepieces. The online, in-store and TV campaign dramatizes the transformation through stunningly detailed images of G-Shock’s resin watch melting, bubbling and pulverizing rapidly into the new G-Steel.
“We’re thrilled to partner again with G-Shock,” said Tylevich. “The launch of the G-Steel afforded us the opportunity to showcase the full range of our artistic capabilities.”
The G-Steel watches were designed with metal watch lovers and longtime G-Shock fans in mind. The watches combine G-Shock’s celebrated sport performance and durability with the fashion demands of young professionals.
LOGAN has collaborated previously with G-Shock on numerous campaigns, including the launch of the S Series watch for women. LOGAN partners on campaigns with some of the world’s most recognizable brands, including Nike, BMW, Apple, Cisco, Netflix, Google and 20th Century Fox, among many others.
Director/ECD: Alexei Tylevich
Creative Director: Hiroshi Endo
VFX Supervisors: Stephan Kosinski & Brandon Thomas
Producers: Marika Borgeson & Kate DeCrosta
Live-action Producer: Jake Blasco
Production Designer: Eric Hanna
Director of Photography: Florian Stadler
Edit: James Connelly
Design: Sakona Kong, Waka Ichinose, My Tran, Josh Childers
CG Lead: Brandon Lester
Previs: Sei Sato, Daisuke Goto, John Bloch, Pedro Mendoza
Modeling: Toshi Sakamaki, Chris Nolan, Jakob Hill
3D Animation: Sei Sato
LookDev: David Hyatt
Lighting: David Hyatt, Patrick Vidal, Robin Kim, Leopoldo Juarez
Houdini: John Kent
Compositors: Frank Fieser, Montana Casey, Mark Robben, Robert Hubbard
2D Animator: Aaron Kim
Audio Composition & Mix: Keith Ruggiero @ Sounds Red
Conform & Color: Carl Edwards
Post PA: Sarah Moffit
LOGAN (www.logan.tv) is a Los Angeles and New York-based award-winning creative studio. Logan & Sons (www.loganandsons.com) is the live-action division of LOGAN that represents a broad spectrum of directorial talent.