Fossil Hybrid Smartwatch Video
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With classic looks and discreet technology, the Hybrid Smartwatch is a unique Fossil product positioned for those who enjoy the benefits of connectivity, without the tech-heavy screen. I art directed the lifestyle video, creating a storyline that demonstrated its functionality while also challenging the role technology plays in our everyday lives.

The Brief

To create a video that communicated the top functions of the Hybrid Smartwatch, targeting a young female audience, with the end goal of driving sales. I aimed to create a storyline that seamlessly incorporated the product’s functions while still remaining relatable, engaging, and ideally, providing a meaningful perspective—all in under one minute.

The Concept

Inspired by the Spring Campaign, our character remains in-the-moment, ignoring irrelevant distractions that interrupt creativity. This aligns with marketing’s “connect to disconnect” lifestyle of this generation, who are slowly acknowledging the hazards of screen addiction. The subtle, filtered notifications allow for a physical disconnect without missing important messages or milestones (like band practice, of course). Each scene was carefully crafted to strategically adapt to 6-second, 15-second, and 30-second versions for various platforms.

The Edits

Initial edits had a softer tone, catering to the early Gen Xers. During post, Marketing revised their audience, targeting a later (younger) Gen X crowd. To adapt to this, the editing of the video was altered to be quicker, with more suitable and attention-grabbing graphics. (Draft below)