Creative Production

The Client

BABY-G is the ultimate tough watch. It was born from a developer's dream of "creating a watch that never breaks." Guided by a "Triple 10" development concept, the design teams sought a watch with 10-meter free-fall endurance, 10-bar water resistance and a 10-year battery life.

These were the fruits of technological development that insisted on "toughness" and a revolution in watch design. Since launched, BABY-G has continued to evolve, carrying on the toughness of spirit and uncompromising passion that led its developers to persist in their unshakable belief.

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The Purpose

Designed to showcase the lifestyle and freedom of BABY-G, we collaborated with content creators from Born Bred including Brooke Styles, Ashleigh Mareeross, Brittany Obrien, Jasmine TXO and Sam BT in Sydney Botanical Gardens to shoot some #prettytoughgirls with some #prettytoughwatches for their 2021/2022 summer campaign.

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The Strategy

We wanted to capture "fun in the sun" and bring the audience into the scene through different camera shooting technique such as smoother shots balanced with more dynamic hand held footage. This allowed the content to appear as a "slice-of-life" piece, increasing the relatability of the product and communicating the core values of the business.

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