Time as the Ultimate Luxury: Shinola Pivots Brand Identity with Nicholas Braun-Directed Campaign

DETROIT, MI – In a significant departure from its traditional focus on industrial craftsmanship and American manufacturing heritage, the Detroit-based lifestyle brand Shinola has unveiled its first-ever overarching brand campaign. Titled "Set the Pace," the campaign marks a pivotal creative reset for the watchmaker, enlisting Succession star Nicholas Braun in his directorial debut to steer the brand toward a more philosophical and culturally resonant narrative.

The campaign, developed in partnership with the London-based independent creative studio GentleForces, moves beyond the technical specifications of horology to explore the intrinsic value of time itself. By positioning the act of wearing a watch as a reclaimative gesture of autonomy, Shinola aims to transition from a manufacturer of high-quality goods to a curator of personal time.

Main Facts: A Cinematic Reset for an American Icon

The "Set the Pace" campaign is headlined by a cinematic short film co-directed by Nicholas Braun and Quba Tuakli, the creative practice lead at GentleForces. The film features Braun not only behind the lens but also as the protagonist, utilizing his signature deadpan delivery and relatable persona to subvert the tropes of luxury advertising.

The core of the campaign centers on the idea of "owning your time." While the brand’s flagship Runwell watch is prominently featured, it serves as a catalyst for the narrative rather than the sole subject. This represents the first major creative output under the leadership of Shinola’s Creative Director Jonathan Bailey, who was tasked with evolving the brand’s image for a contemporary audience that prioritizes experience and intentionality over mere possession.

Key elements of the campaign include:

• A Directorial Debut: Nicholas Braun’s first foray into professional directing, bringing a fresh, narrative-driven perspective to the brand.
• Strategic Partnership: The appointment of GentleForces as Shinola’s lead strategic and creative partner, signaling an international expansion of the brand’s creative vision.
• The Philosophical Shift: A move away from "Made in Detroit" as the primary selling point toward a broader discussion on the human experience of time.
• Multi-Platform Reach: The campaign is set to roll out across digital, social, and traditional media, marking a high-water mark for Shinola’s marketing spend.

Chronology: From Factory Floors to Cultural Conversations

To understand the weight of this campaign, one must look at the trajectory of Shinola since its inception. Founded in 2011 by Tom Kartsotis, the company was built on the ambitious goal of reviving industrial-scale watchmaking in the United States—a feat that had not been attempted in nearly half a century.

2011–2013: The Foundation
Shinola established its headquarters in the historic Argonaut Building in Detroit. The brand’s early identity was inextricably linked to the "Detroit Comeback" story. Marketing focused heavily on the factory floor, the leather artisans, and the precision of the Argonite movements.

2014–2020: Product Diversification
The brand expanded rapidly, moving into bicycles, leather goods, audio equipment, and even hospitality with the opening of the Shinola Hotel. While successful, the brand’s messaging remained rooted in the "craftsmanship" and "American-made" ethos.

2021–2023: Leadership Transition
As the novelty of the "Detroit-made" narrative began to settle into a permanent brand fixture, leadership identified a need to modernize. The appointment of Jonathan Bailey as Creative Director signaled a shift toward a more lifestyle-oriented approach, focusing on how products fit into the modern consumer’s life.

2024: The GentleForces Partnership
In early 2024, Shinola engaged GentleForces, an agency celebrating its fifth anniversary, to overhaul its brand strategy. The agency was tasked with finding a "universal truth" that could unite Shinola’s diverse product lines.

July 2024: Launch of "Set the Pace"
The culmination of this strategic pivot arrived with the release of the Nicholas Braun film, marking the first time the brand has spoken to its audience about the concept of time rather than the mechanics of it.

Supporting Data: The Anatomy of a Subversive Ad

The campaign film "Set the Pace" is designed to trick the viewer, initially mimicking the visual language of a romantic drama. Set in a high-end, bustling restaurant, the camera focuses on Braun as he engages in what appears to be a difficult breakup.

"No more of your rules. I’m in charge," Braun tells an unseen companion. His tone is firm, reclaiming his independence. However, as the scene progresses, the restaurant environment begins to accelerate in a fast-forward blur. The ticking of a watch—specifically the Shinola Runwell—becomes the dominant sound in the mix, rising to a crescendo.

The "twist" is revealed when the camera pulls back: Braun is not talking to a lover, but to time itself. By resetting his watch, he "breaks up" with the frantic pace of modern life. The film concludes with Braun smiling at the camera, stating, "That wasn’t a breakup. It was an important conversation."

The production credits reflect a high-level cinematic ambition:

• Director of Photography: Patrick Golan, known for his textured, filmic aesthetic.
• Editor: Rob Daglish of Marsheen, who utilized rhythmic cutting to emphasize the passage of time.
• Sound Design: Tim Burns of 750mph, whose work on the auditory "ticking" creates the tension necessary for the film’s payoff.

By leveraging Nicholas Braun—an actor currently synonymous with the "quiet luxury" and "intellectual awkwardness" of Succession—Shinola is tapping into a specific cultural zeitgeist. Braun’s appeal spans multiple demographics, particularly younger professionals who are increasingly skeptical of traditional, self-serious luxury marketing.

Official Responses: Defining the New Vision

The leadership behind the campaign emphasizes that this is more than just a clever commercial; it is a fundamental shift in how Shinola communicates its value proposition.

Danni Mohammed, founder of GentleForces, explained the strategy behind the creative: "This campaign wasn’t about making a beautiful watch look beautiful. It was about capturing what it feels like to actually notice time passing, and choosing to spend it well. In a world that is constantly demanding our attention and moving at a breakneck speed, the greatest luxury is the ability to set your own pace."

Quba Tuakli, co-director and creative practice lead at GentleForces, added that working with Braun was instrumental in achieving the right tone. "Nicholas has this unique ability to be both Everyman and an icon. He brought a level of humanity and humor to the project that allowed us to talk about a ‘philosophical proposition’ without it feeling heavy-handed or pretentious."

Shinola’s internal team views this as a milestone. Jonathan Bailey noted that while the brand will always be proud of its Detroit roots and its manufacturing capabilities, the "Set the Pace" campaign allows the brand to travel into new emotional territories. It moves the conversation from where the watch was made to why the person wearing it chooses to value their seconds, minutes, and hours.

Implications: The Future of American Luxury

The "Set the Pace" campaign has several implications for Shinola and the broader luxury market.

1. The Evolution of "Made in America"

For years, Shinola relied on the patriotic and ethical appeal of American manufacturing. However, as the brand matures, it must compete with Swiss and Japanese giants on more than just origin stories. By pivoting to a "value of time" narrative, Shinola is positioning itself as a global lifestyle brand that can stand alongside heritage European houses that have long used storytelling to justify premium price points.

2. The "Succession" Effect and Influencer Directing

The choice of Nicholas Braun as a director-star highlights a growing trend where brands seek "creative collaborators" rather than just "faces." Braun’s involvement gives the campaign a layer of "cool" that a standard celebrity endorsement lacks. It suggests that the brand is confident enough to allow an artist to interpret its values through a personal lens.

3. Targeting the "Time-Poor" Demographic

The campaign specifically speaks to a modern condition: the feeling of being "time-poor." By framing the watch as a tool for agency—a way to "set the pace" rather than just "keep time"—Shinola is aligning itself with wellness and mental health trends that advocate for slowing down and being present.

4. A New Era for GentleForces

For GentleForces, this project serves as a high-profile entry into the U.S. market. By successfully executing a brand reset for a company as scrutinized as Shinola, the agency has demonstrated its ability to blend high-level strategy with cinematic execution. This partnership is likely to continue as Shinola looks to apply this new "philosophical" lens to its other product categories, including leather and home goods.

In conclusion, "Set the Pace" is a calculated gamble that seeks to elevate Shinola from a story of industrial revival to a story of human experience. By "breaking up" with the traditional rules of watch advertising, Shinola is betting that its customers aren’t just looking for a way to tell time—they are looking for a way to own it.