G-SHOCK’s campaign eschews traditional advertising in favor of culturally relevant, real-life brand action: With a spectacular „Out-of-Pattern“ campaign, the Japanese watch brand G-SHOCK is drifting across Europe’s streets—and straight into the hearts of Gen Z—behind the wheel of a Nissan Skyline R34 GTT featuring a striking custom design by Ottolinger.
The spark igniting the „Out-of-Pattern“ campaign is the first hot drop from the Camouflage Collection: the GA-2100CM, now available in two colorways. Additional exciting watches featuring camouflage designs will be released continuously throughout the summer. The launch of the timepieces is accompanied by a cinematic 360-degree campaign in which an iconic 2001 Nissan Skyline R34 GTT—amidst plenty of high-octane action—brings authentic Japanese drifting vibes to the streets of Europe. The turbocharged 2.5-liter RB25DET inline-six engine—delivering approximately 330 horsepower in this original right-hand-drive Japanese model—guarantees not only driving thrills but also represents „high fashion“ in the truest sense of the word. Indeed, the Nissan—equipped with a Nismo
Altia aerodynamic package—was custom-designed by the avant-garde fashion brand Ottolinger, which incorporated both the camouflage aesthetic and the rich heritage of Japanese drifting culture into the vehicle’s design.
The campaign features a roadshow traveling from Hamburg to Madrid via Lyon, continuing on to Milan, and looping back to Copenhagen. The „Skyline“ breathes life into local scenes—serving variously as an influencer shuttle, an Instagram-worthy retail UGC backdrop, or an exhilarating drifting experience featuring professional drivers—while also making cameo appearances in rap videos and product placements; these diverse activations remain visually and conceptually interconnected throughout the campaign.
In the campaign videos, guest appearances by rappers closely associated with G-SHOCK—such as KwamE, Tom Hengst, and Pepino—generate additional traction and cultural relevance.
“By utilizing the right cultural codes and the skyline as the campaign’s visual anchor, we forge a strong connection between our watches and numerous relevant communities, while simultaneously representing our Japanese heritage. However, I am particularly proud that—in an era dominated by AI-driven productions—we are investing in authentic experiences and integrating them through classic, tangible methods,” says Marian Lagler, Head of Brand Marketing at CASIO Europe.
Working with the creative agency CAMO Media—whose name reflects its long-standing focus on cultural codes and visual identity—“Out of Pattern“ also builds upon the agency’s ongoing collaboration with G-SHOCK, translating this relationship into a format that uniquely blends design, movement, and cultural relevance.
“With ‘Out of Pattern,’ we wanted to create something that navigates the space between design, culture, and real-world presence,” says Ufuk Karatag, Founder and Creative Director at CAMO. “The vehicle lends the campaign a physical identity that can evolve from city to city, while remaining firmly rooted in the same visual and cultural code.”
G-SHOCK’s Camouflage Watch Collection serves as the driving force behind the campaign, with monthly releases complementing the various activations. The specific models were chosen with deliberate intent—such as the GA-2100, which is particularly popular among Gen Z and represents a modern reinterpretation of the original G-SHOCK DW-5000C from 1983. This inaugural G-SHOCK camo pattern—available in a timeless gray-green-beige (GA-2100CM-5AER) or a gray-brown-green (GA-2100CM-8AER) colorway—flows seamlessly across both the case and the strap, creating a look that feels simultaneously versatile and cohesive. Those who look closely will discover the G-SHOCK „G“ cleverly concealed within the pattern.
