Creative campaign exploration · 2026

Form.
Function.
Fun.

An icon is never finished.

CASIO A168
Independent study
Creative direction · CGI · Animation

Three translucent CASIO A168 watches in primary colors arranged on geometric plinths

The product remains familiar. The perception around it changes.

The CASIO A168 is immediately recognizable. Its proportions, digital display and straightforward functionality already carry a visual identity that does not need to be reinvented.

This project began with a different question: how could a new visual world shift the character of the watch without changing the watch itself?

Color, geometry, transparency, repetition and movement became the tools for that transformation.

The film

The visual world in motion.

Repetition became rhythm. Geometry became transition. Color became progression.

Form gave it structure. Function gave it purpose. Fun gave it character.

Visual premise

Bauhaus is often remembered through simplicity, geometry and function. Its visual language was also filled with color, movement and experimentation.

The opportunity was not to make the A168 more sophisticated, but to reveal a more playful and expressive side of the character already present in the product.

A field of translucent CASIO A168 watches in amber, blue and red

The identity remains. The character changes.

Color & character

Color became one of the simplest ways to change the emotional reading of the same object.

The form remains familiar, while every variation shifts its personality—more energetic, more graphic, more playful.

Repeating multicolor CASIO A168 watch pattern

Close view of transparent orange, blue and gold CASIO A168 watches

A visual direction should survive beyond a single frame.

A campaign system

Geometry, primary colors, transparency, repetition and graphic contrast became a set of rules that could work across compositions, scales and formats.

The individual images change. The visual world remains consistent.