These watch stories were built around real routines and real people. For Citizen, the narrative followed the ideal Laguna Beach day; morning golf, a pass through a gallery, lunch at the brewery, and a sunset hike. Designed to show how their timepiece fits naturally into a California lifestyle.

From there, the work expands into two G-Shock collaborations with Men’s Journal, each centered on hometown heroes: a Superintendent of the Bear Divide Hotshots and the Fire Chief of Carlsbad. Both projects highlighted resilience, duty, and the gear they trust on the job. Clean storytelling and watches shown in the environments where they earn their keep.