Fossil: NYC Subway Takeover
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As a new player in the wearables category, Fossil sought to create a bold, disruptive, and engaging moment for the launch of Fossil's fashion-focused smartwatches. This came in the form of a nationally broadcast TV commercial, immersive retail experience, complete print, web, and social media buildouts, and even a few New York City Subway Station takeovers.

 

 

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About the Project

From Manhattan to Brooklyn, Fossil took over the entirety of 3 of the biggest stations in New York City. Beams, lightboxes, hallways, and other nooks and crannies were covered with bold, playful texts and fun faces to give color to an otherwise drab underground station, while communicating in a very clear way Fossil's latest product initiative.

 

 
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Print Ads

The campaign took form in print advertising in Esquire, Elle, Glamour, and several others. Below shows one of our ads on the back cover.

 
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Behind the Scenes

A look at our shoot from a studio in New York City.

 

More to come!

Role: Art Director
Firm/Agency: Fossil
Year of Project: 2015