Director's Works
G-Shock, Team Tough Alexander Peschke
From the world of music videos to the realm of commercials, Alexander Peschke brings a deep understanding of visual language and narrative. He thrives in the collaborative space, actively engaging his network of talented creatives to shape scripts and develop truly impactful concepts.
For this G-Shock film, I really wanted to move beyond the traditional advertising approach and bring in a dynamic, visually driven style that echoes my background in music videos. G-Shock, to me, is an incredibly honest brand with a genuine connection to its customers, and I was excited to explore that. The film unfolds in three distinct stories – a nod to their iconic hockey player ad, a testament to the 'Team Tough' spirit, and a look at the watch's connection to the energy of music, all united by the core concept of G-Shock's absolute toughness. My aim was to showcase the brand's potential to resonate with a broader, younger audience, to be seen as something cool and authentic, extending beyond its typical use case as just a tough watch. The most rewarding, and frankly challenging, part was integrating our cast, who were largely sourced from the street, into the professional film environment. It was a balancing act, but ultimately their authenticity is what elevates the film and gives it that raw, genuine edge I was striving for.