JBW Social Refresh Talent Casting and Shoot
Influencer Marketing22 IMPACT cast talent and produced a creator-led content shoot for luxury watch brand JBW, reporting 600K+ watch lifestyle impressions across talent social content and paid digital placements.
Case in 60 seconds
JBW, a luxury watch brand, needed to refresh and diversify its creator-led visuals, so the work had to find talent and an aesthetic that held its refined identity while serving both owned and paid channels.
The campaign turns on diverse casting as the route to luxury that feels authentic, because 22 IMPACT's CEO Freedom Doran describes blending luxury with authenticity through diverse talent and premium content, so the casting carried the brand message alongside the watches.
The organizing idea was a social refresh built on casting, in which a curated group of models and creators wore JBW in a sleek, minimal aesthetic so the imagery reinforced the brand's refined identity.
22 IMPACT cast Carina Griffith, Suh Marcelino, Samuel Agbiji and Ellie-Mae Falzon and shot them across UK locations, handling contracts, usage and exclusivity rights and production logistics. The content ran across talent social content and JBW's paid digital placements targeting US audiences.
22 IMPACT reports 600K+ watch lifestyle impressions delivered across talent social content and JBW's paid digital placements targeting US audiences, which is the only performance figure the page prints.
Strategy Breakdown
Creative & Execution System
Partners
- 22 IMPACT
Creator role
- Suh Marcelino
- Carina Griffith
- Samuel Agbiji
- Ellie-Mae Falzon
Results & Evidence
| Metric | Value |
|---|---|
| Lifestyle Impressions | 600K+ impressions |
Why 22 IMPACT's strategy worked
- 1
Casting a varied group of talent inside one consistent minimal aesthetic lets a luxury brand refresh its visuals without diluting its identity, because the art direction holds the work together while the faces change.
- 2
Securing usage and exclusivity rights at the casting stage lets one shoot serve talent feeds and paid digital placements, so the same content carries both kinds of distribution rather than needing separate productions.