Casio was looking to partner its Baby-G line with a global brand ambassador that can relate to their target consumer and generate a huge amount of media around the launch of their new collection. The company turned to HCA to create a licensing and endorsement platform to find a celebrity that would align with this objective. In turn, HCA secured platinum-selling artist Ke$ha as the ambassador for the Baby-G series, and negotiated the terms of the agreement. In conjunction with the launch, Casio held a press conference at its annual "Shock The World" event, where Ke$ha announced her partnership with the Baby-G brand, displaying the line's timepiece collection.

The artist's influence as the global brand ambassador has widely grown the consumer demographic for Baby-G and maximized their exposure in the press.