Shinola Unveils ‘Set the Pace’ Brand Campaign
Shinola, the Detroit-based design company, is redefining watch marketing with its first full-scale brand campaign, ‘Set the Pace’. This bold move, launched in July, marks a pivotal step for the brand as it seeks to engage a new audience and elevate its cultural relevance. The campaign, developed in collaboration with the creative agency GentleForces, is directed by Nicholas Braun, widely recognized for his portrayal of cousin Greg on HBO’s ‘Succession.’ At the heart of this innovative effort lies a fresh take on brand storytelling and a reimagined approach to content marketing.
A New Direction for Watch Advertising
Traditional watch advertisements are often steeped in luxury, craftsmanship, and heritage, typically targeting high-end consumers with glossy visuals and exclusive messaging. However, Shinola sought to break away from these conventions. According to Dana Mosa-Basha, Shinola’s director of marketing, the brand exists in a unique space, offering something different from the mainstream. The ‘Set the Pace’ campaign was designed not just to sell watches but to inspire consumers to rethink their relationship with time itself—a concept that resonates powerfully in today’s fast-paced world.
Nicholas Braun’s Creative Influence
When Shinola began conceptualizing the campaign, they approached Nicholas Braun not as a typical celebrity ambassador but as an authentic creative partner. Braun’s involvement extended far beyond appearing on camera; he directed the spot and collaborated closely on every aspect of the production, from scriptwriting and visuals to casting extras. This hands-on approach ensured that the storytelling felt genuine and aligned with Shinola’s brand values.
“He naturally embodied that curiosity. He’s very funny without trying, but also very human and approachable, and that authenticity matched the brand,” Mosa-Basha commented. This authenticity is crucial in brand storytelling, helping Shinola to connect with consumers on a more personal level.
Powerful Storytelling Across Channels
The campaign’s centerpiece is a 60-second commercial, described by some as a psychological thriller. Set in a bustling restaurant, the ad features an accelerating tick of a watch as its soundtrack. Braun delivers an emotional monologue that, at first, appears to be directed at another person. The twist comes when it’s revealed that he’s speaking to the Runwell watch itself, which isn’t shown until the final moments. This unexpected narrative reinforces the message: time belongs to the individual, not the watch or anyone else.
The storytelling doesn’t stop at the commercial. Shinola’s marketing team designed the content to span editorial, retail, PR, influencer partnerships, paid media, and organic social channels. Mosa-Basha emphasized, “It was less about adapting to different channels, but really designing all of this content for them from the beginning.” This integrated brand storytelling ensures that the message remains consistent, no matter where the audience encounters it.
A Full-Funnel, Human-First Strategy
‘Set the Pace’ is more than just a campaign; it’s Shinola’s first foray into a full-funnel marketing strategy. With the addition of creative director Jonathan Bailey, a veteran from Coach and Tiffany, the brand is aiming to expand its reach beyond watch enthusiasts to a broader audience. The focus is on human-first, culturally relevant storytelling that positions Shinola as a modern lifestyle brand.
This holistic approach to brand storytelling means that every piece of content is created with a specific channel and audience in mind. Instead of simply resizing creative assets for various platforms, Shinola ensures that each touchpoint—whether a commercial, social media post, or influencer collaboration—feels intentional and cohesive. This strategy not only boosts brand awareness but also improves performance marketing results, as engaging stories naturally drive consumer interest and loyalty.
The Future of Content Marketing for Lifestyle Brands
Shinola’s ‘Set the Pace’ campaign exemplifies how brand storytelling can be leveraged to forge deeper connections with consumers. By prioritizing authenticity and designing content for multiple channels from the outset, Shinola sets a new benchmark for content marketing in the luxury and lifestyle sector. As consumers increasingly seek brands with purpose and personality, campaigns like this will become essential for standing out in a crowded market.
Ultimately, Shinola’s innovative approach demonstrates that impactful storytelling—when executed thoughtfully—can redefine a brand’s image and foster lasting consumer relationships.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.