ABOUT

The time we are given in our everyday lives is complex, there’s no handbook - the only certainty is its finitude. The 'Never Give Up' campaign, for the Casio G-Shock G-Steel watch collection, explores the journeys of four men, all on their own distinct paths, sharing how they’ve overcome failure while embracing the lessons learned within their struggles. We tell the stories of how these men find fulfilment in life, their craft and passions – embracing each day as a fresh canvas.

In the Manifesto film for the campaign, we hear a guiding voice over telling the viewer to not be afraid to fail, but to 'raise your head, look up, go again'. It's not a race against time, but what you do with the rare seconds you’re given. Do what you can’t, go where you aren’t allowed, Never Give Up.


CREDITS
Client: Casio
Head of Marketing: James Butterworth
Brand Marketing Executive: Shani Reid
Retail Marketing Manager: Poonam Modhvadia
Agency: Autobahn Creative
Creative: Pedro and James
Director: Pedro and James
Director of Photography: Pedro de la Fuente
Production Company: Autobahn Productions
Producer: Thais Altman
Production Manager: Kate Brady
Casting: Camilla Arthur, Jane Ford, Eiko Saeki
Line Producers: Evy Bjorn, Hisanori Tamura
Assistant Producers: Roberto Akio Yamakawa, Suszano Valdez
Edit: Domenico Favata, Daniel Florencio
Featuring: Gary Powell, Zac Wholman, Seiichirou Asuke, Ben Wood, Adam Willoughby
Score: Studio Uno Mas
Composer: Russ Chimes
Post Production: The Mill
Colourist: Mick Vincent
Audio Post Production: Soundnode
Sound Designer: Martin Schulz
Sound Mix: Daniel Jaramillo, David Crane
Voice Over: Richard Fleeshman
UK Team
1st AC/Drone Tech: Ivan Wood
2nd AC: Horia Ionescu
Gaffer : Drew Wright
Spark: Daniel Ansell
Production Sound Tech: Morgan Williams
Location Manager: Taylan Rutherford
Tracking Vehicle: Flyka TV - Jayne Marie Leponis, Wendy Lomas-Williams
Make up Artists: Lulu Plews, Emma Borley
Stills photographers: Woland
Runners: Miles Lacey, Tom Jacobs, Cat Costello, Harry Sharp
Behind the scenes videographer: Miguel Thome Oliari
Drum Kit Tech: Benny Calvert
Drivers: Roger Rose, Alex Loannou, Akbar Ali, Garry Abbot
LA Team
1st AC: David Desio
2nd AC: Mike Nelson
Ronin Tech: Kevin Burke
Drone Operator: Robert Hogg
Gaffer: Axel Johansson
Spark: Heather Fannan
Hair and Make Up: Eden Mills
Production Sound Tech: Kenneth Bean
Stills photographer: Stefan Wigans
Behind the scenes videographer: Travis Blackwell,
Tokyo Team
1st AC: Sho Fujii
Camera Operator and Movi Tech: James Latimer
Gaffer: Seiji Nakane
Hair and Make Up: Sanae Mikami
Production Sound Tech: H Media Group
Stills photographer: Arisa Saki
Behind the scenes videographer: Tsuzumi Lisa Takagi
Drivers: Conor McCullaugh, Ronnie Hopkins, Dashan Boyce
Special thanks to: Casio, The Mill London, Pixi Pixel, Camera Works, Leebra, Trinity Boxing