G-SHOCK's "LIVE THE HEARTBEAT" event runs September 18–20, 2026 at AEON Mall Binh Tan, Ho Chi Minh City, showcasing the Luxe Black 2100 Series (octagonal design, all-black colorway) alongside the BOLD CAMO and ICONIC lines. The event blends fashion with street culture through activities like Tougher Than Your Hit, Skate Your Style, a photo booth, and mini-games. Highlights over the three days include the STREET FORCE VIETNAM QUALIFIER and a street-fashion runway featuring 30 models, plus hands-on product trials.
The brief
Plan and execute G-SHOCK's "LIVE THE HEARTBEAT" event, launching the Luxe Black 2100 Series alongside BOLD CAMO and ICONIC. Scope includes full event preparation, pre-event media/PR campaign, on-ground event management, fashion runway with 30 models, and celebrity performance booking to drive engagement and press coverage.
What we did
- Event Preparation: Developed the overall creative concept and spatial design for the three-day "LIVE THE HEARTBEAT" experience, incorporating the Luxe Black 2100 Series' signature black colorway and octagonal design language across the venue, product displays, and activity zones.
- Media & PR Campaign: Built a pre-event communications plan across social platforms and KOL/KOC partnerships to amplify the Toughness narrative and drive anticipation ahead of the event.
- Event Execution: Managed on-ground operations across all three days, including interactive activities (Tougher Than Your Hit, Skate Your Style, photo booth) and the STREET FORCE VIETNAM QUALIFIER.
- Runway Show: Produced a street-fashion runway featuring 30 models showcasing looks inspired by the Luxe Black 2100 Series, BOLD CAMO, and ICONIC collections.
- Celebrity Performance: Coordinated the booking and on-site performance of celebrity talent to drive audience engagement and media coverage.
Outcome
- Event Introduction
- Pre-Event
- Event
- Editorial Article: Sự kiện G-SHOCK “LIVE THE HEARTBEAT”: Triết lý bền bỉ hòa cùng nhịp sống đô thị
- Social-to-web post