Case Study
Oneness x G-Shock · June 2023
Turning a watch collaboration into a cultural retail moment.
Product design, packaging development, marketing rollout planning, and launch execution for the Oneness x G-Shock 5600 Series “What Are You Waiting On” collaboration.
Role / Scope
Product
Product design, feature research, packaging design + development
Creative
Creative direction, marketing rollout planning, launch preparation
Digital
E-commerce / product presentation
$83,369
Oneness net sales
Event and in-store sales tied to Oneness’s allocation.
100%
Sell-through
Oneness sold through its allocation, with the release nearly selling out on release night.
1,500+
Total units carried
Inventory was split between Oneness and Casio G-Shock, with both allocations selling through.
Week 1
Verified sellout
The collaboration sold through across Oneness and Casio G-Shock within the first week.
Project Overview
A product story built around timing, patience, and cultural demand.
The collaboration centered on the Oneness x G-Shock 5600 Series “What Are You Waiting On,” connecting product design, packaging, rollout planning, and release execution into a single launch moment.
My role covered the product and creative system around the release: researching relevant watch features, shaping the design and packaging direction, preparing the marketing rollout, and helping present the product in a way that made the collaboration feel intentional and collectible.
Product Direction
Design first, hype second.
The product needed to stand on its own before the launch energy showed up around it. The design, feature relevance, packaging, and presentation were treated as connected parts of the same story.
Launch Energy
The release became bigger than a product drop.
The launch connected product, music, crowd energy, and local culture into a retail moment. Oneness’s allocation nearly sold out on release night, while the full collaboration sold through across Oneness and Casio G-Shock within the first week.
Visual System
Product, packaging, people, and proof.
Takeaway
A collaboration with product credibility and cultural pull.
The G-Shock project shows the range I want my work to carry: product thinking, creative direction, packaging development, rollout planning, launch energy, and measurable commercial impact.