Gc watches will launch a global campaign today called Moments of Smart Luxury which aims to promote “emerging creative personalities” that it feels are aligned with its brand characteristics.
The two-year initiative will launch with a cocktail party in New York where Gc will name its US Rising Stars – new creative personalities – as actor Shaina Taub and artist Moises Ramirez.
It will last for two years and will travel the world highlighting new talent, culminating with a new Gc advertising campaign using photographs shot during the campaign trail.
The Rising Stars concept will focus on promoting emerging creative personalities who are finding success in their respective fields and embody the personality and characteristics of the Gc brand, which it outlines as ambition, dynamism, self-assurance and pride in their success.
The brand will showcase both Taub and Ramirez’s work through a photography exhibition shot by Brazilian photographer Pino Gomes, said to showcase their personalities and “smart luxury moments”. It has also launched a dedicated website that will detail goings on during the campaign.
Photographer Lucinda Marland will oversee the photographs taken of Gc's Rising Stars in the UK, while Gomes will work on locations around the rest of the world, including France, the UAE, Russia and Israel.