The intent behind this campaign was to promote JBW’s 12th anniversary sale. I worked with my creative director at the time, Hance Taplin, to concept a stylized shoot that was a nod to the era during which JBW was founded, the early aughts. I also assisted on set with prop styling and helped set the watches up for the product shots. I then used the work from this shoot to create social content from stories to feed design to reels/Tiktoks.