G- Shock—a staple in the repertoire of contemporary fashion—approached Team Epiphany seeking a strategy to drive organic buzz around its new Camo Collection. Team Epiphany developed a two-pronged strategic platform to reinforce the style general in target influencers. This approach included the G-Shock Camo strategic seeding program, and the G-Shock Camo Ball event activation.
The G-Shock Camo seeding included over 100 exclusive kits—each decked out with a watch and set of camouflage fashion staples—sent to influencers, press, DJs, and celebrities around the country. Recipients included the likes of Marcus Troy, Naskademini, Dave Wilfert, and Bun B.
Team Epiphany activated one-of-a-kind G-Shock Camo Ball at Center 548 in New York City. The event highlighted both the versatility of the brand and the concept of camouflage as a historic and stylist staple. To enter the venue, each guest was required to wear a piece of camouflage in their outfit—creating shareable moments as the night rolled on with sounds by DJ Wonder and DJ SOSUPERSAM. The venue was filled with diverse camouflage representations—including a “History of Camouflage” timeline, themed photo-booth, communication cards, and G-Shock watch displays.
Press coverage garnered over 44.2 mm impressions, and #GSHOCKCAMO received a total of 7.1 mm social media impressions in under three weeks.