With the release of a new animated video in the manner of manga, the ongoing collaboration between rapper Central Cee and watch company G-SHOCK is taking a new creative turn. The movie, which is a part of the brand’s “Built Different” promotion, makes a clear comparison between the journey of G-SHOCK’s inventor and Central Cee’s ascent to musical fame.
This partnership is more than just an endorsement; it uses creative media, such as the manga video, and storytelling to connect the brand’s rich past with its current significance. Additionally, it highlights particular G-SHOCK models, such the sleek, modern GA-2100 and the vintage DW-6900, which is Central Cee’s personal favourite.
The film follows Central Cee’s journey from up-and-coming talent to worldwide fame through dramatic, manga-inspired images, reflecting the brand’s unwavering quest to produce an almost indestructible watch.
The project is by no means a one-time teaser; rather, it suggests a more extensive creative collaboration, with more information to follow as the fields of design and music continue to converge.
