Manga Lover.
The ongoing partnership between rapper Central Cee and watch brand G-SHOCK is taking a creative turn with the release of a new manga-style animated video. As part of the brand’s “Built Different” campaign, the film draws a striking parallel between Central Cee’s rise to musical stardom and the journey of G-SHOCK’s founder.
This collaboration goes beyond a simple endorsement, using storytelling and inventive media like the manga video to bridge the brand’s storied history with its modern relevance. It also spotlights specific G-SHOCK models, such as the classic DW-6900 (Central Cee’s personal favourite and the sleek, contemporary GA-2100).
Through dynamic, manga-inspired visuals, the film charts Central Cee’s path from emerging talent to global phenomenon, mirroring the brand’s relentless pursuit of creating a virtually indestructible watch.
Far from a one-off teaser, the project hints at a deeper creative partnership, with more details set to emerge as the worlds of music and design continue to merge.
