In a bold departure from the conventional, Detroit-based design brand Shinola has launched its inaugural full-funnel brand campaign, "Set the Pace," which deliberately eschews the typical emphasis on luxury, heritage, and technical specifications often found in watch advertising. Instead, the campaign, centered around the brand’s signature Runwell watch, delves into a more profound narrative about consumers’ evolving relationship with time, featuring actor Nicholas Braun, known for his role as Greg Hirsch in HBO’s "Succession." This strategic pivot, according to Dana Mosa-Basha, Shinola’s Director of Marketing, aims to position the brand as a culturally relevant entity and resonate with a broader audience beyond dedicated watch enthusiasts.
The genesis of this campaign can be traced to a deliberate desire to carve out a distinct identity in a crowded market. While many luxury watch advertisements project an image of inherited wealth and impeccable precision, epitomized by a memorable quip from "Succession" where a high-end watch is humorously described as a device that "tells you exactly how rich you are," Shinola sought a different narrative. "When you look at most other watch brands, the advertising can get a little bit more traditional: focused on craftsmanship, heritage, luxury and specifications," Mosa-Basha explained. "Shinola really exists in a white space." This "white space" represents an opportunity to connect with consumers on a more emotional and philosophical level, aligning the brand with a modern sensibility that values authenticity and personal meaning.
A Strategic Collaboration with Nicholas Braun
The "Set the Pace" campaign is distinguished by its creative direction and starring role by Nicholas Braun. Shinola approached Braun not as a traditional spokesperson or ambassador, but as a creative collaborator who could authentically embody the brand’s ethos and shape the campaign’s narrative. This approach signifies a departure from simply engaging a celebrity for endorsement, opting instead for a deeper integration of talent into the creative process. Braun, who plays Tom Wambsgans’ mentee and often a comedic foil on "Succession," was tasked with directing the campaign. This decision was fueled by his perceived ability to naturally convey a sense of curiosity, humor, and a relatable humanity that aligned with Shinola’s brand identity.
Braun’s involvement extended beyond simply appearing on camera. He actively participated in every facet of pre-production, contributing significantly to the script development, visual aesthetics, styling, and even the casting of extras. This hands-on approach ensured that the final product felt organic and deeply rooted in Braun’s artistic vision, rather than a manufactured celebrity endorsement. Mosa-Basha elaborated on this synergy, stating, "He naturally embodied that curiosity. He’s very funny without trying, but also very human and approachable, and that authenticity matched the brand." This collaborative model allowed Shinola to tap into Braun’s creative prowess, resulting in a campaign that feels less like a commercial and more like a piece of cinematic storytelling.
The "Set the Pace" Narrative: A Psychological Depth
The cornerstone of the "Set the Pace" campaign is a compelling 60-second commercial that has been described by some viewers as a "psychological thriller." The spot unfolds in a fast-paced restaurant setting, underscored by the accelerating tick of a watch, creating an atmosphere of mounting tension. Braun delivers an emotional monologue, initially appearing to be a dramatic relationship ultimatum. However, the narrative takes an unexpected turn as it is revealed that his impassioned address is directed at the Runwell watch itself, which only makes its appearance in the final moments of the commercial.
This narrative structure is a deliberate choice to challenge conventional perceptions of time and ownership. Mosa-Basha emphasized the campaign’s core message: "We wanted to communicate this message that your time belongs to you. It doesn’t belong to anyone else. It doesn’t even belong to a watch. It really belongs to the person behind it all, and the watch is just a representation of that." This philosophy suggests that a timepiece, while an instrument for measuring time, should ultimately serve as a personal emblem rather than a determinant of status or worth. The campaign’s conceptualization involved extensive discussions about meaning before the visual execution, a testament to Shinola’s commitment to a message-driven approach.
Building a Culturally Relevant Brand
Founded in 2011, Shinola has historically focused on building its brand through product design and a narrative of American manufacturing. The "Set the Pace" campaign marks a significant evolution, representing the brand’s first comprehensive full-funnel marketing initiative. This strategic shift is underpinned by the arrival of Jonathan Bailey as Shinola’s new Creative Director, a seasoned professional with prior experience at esteemed brands like Coach and Tiffany & Co. Bailey’s leadership is instrumental in elevating Shinola beyond its existing customer base and establishing it as a brand with broader cultural relevance.
The campaign’s design is intrinsically multi-channel, with a deliberate strategy to weave the narrative across various touchpoints. "We wanted to make sure this is going to be designed to tell a story across editorial, retail, PR, influencer partnerships, paid media, organic and social," Mosa-Basha explained. This integrated approach means that content is not simply adapted for different platforms but is strategically conceived from the outset to serve each channel effectively. This ensures a cohesive brand experience, whether a consumer encounters the campaign through a paid advertisement, an organic social media post, an editorial feature, or an influencer collaboration.
Data-Driven Storytelling and Performance Marketing
Shinola’s media strategy for "Set the Pace" is designed to be comprehensive, allocating its marketing budget across upper, mid, and lower-funnel tactics. This means the campaign aims to build brand awareness, engage potential customers in the consideration phase, and ultimately drive conversions. The emphasis on thoughtful storytelling is seen as a prerequisite for effective performance marketing. Mosa-Basha articulated this connection, stating, "When your storytelling is on lock and working really well, then your performance marketing is going to go a long way."
This suggests that the emotional resonance and authentic narrative of the "Set the Pace" campaign are expected to create a strong foundation for more direct response-oriented marketing efforts. By fostering a deeper connection with consumers, Shinola aims to enhance the effectiveness of its paid media spend, influencer partnerships, and other performance-driven initiatives. The campaign’s success will likely be measured not only by traditional metrics like reach and engagement but also by its ability to translate this enhanced brand perception into tangible business outcomes.
Implications and Broader Market Impact
The "Set the Pace" campaign by Shinola offers a compelling case study for how established brands can innovate in their marketing strategies. In an era where consumers are increasingly discerning and bombarded with advertising messages, a shift towards authentic, human-centric storytelling can create a powerful differentiator. By leveraging a creative talent like Nicholas Braun in a deeply integrated role, Shinola has not only produced a memorable campaign but also signaled a commitment to a more collaborative and artistically driven approach to marketing.
The campaign’s success could encourage other brands, particularly within the often-traditional luxury goods sector, to explore similar strategies. The emphasis on "meaning" over mere product features and the deliberate design of content for multiple channels highlight a sophisticated understanding of the modern media landscape. Furthermore, Shinola’s investment in a full-funnel approach, recognizing the symbiotic relationship between brand storytelling and performance marketing, provides a blueprint for integrated campaign development. As the watch industry continues to evolve, with new entrants and changing consumer preferences, campaigns like "Set the Pace" suggest that emotional connection and authentic narrative will play an increasingly crucial role in capturing market share and fostering lasting brand loyalty. The long-term implications for Shinola include not only increased brand awareness and sales but also a solidified position as a brand that understands and speaks to the contemporary consumer’s desire for meaning and authenticity in their purchases.
