Casio. Time, Inflated.

This Campaign explores the idea of lightness by shifting attention from the watch to the body that wears it. An inflated plastic glove replaces the human hand. The wrist is lifted, suspended, slightly absurd. The watch becomes the only solid, grounded object in the image. The glove acts as a metaphor for air, weightlessness, lift. It turns the wrist fragile, almost floating, making the watch feel even lighter by contrast. Here, the body adapts to the watch, not the other way around.