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, buildouts for print, web, and social media, and as shown below—a New York City Subway Station takeover at three major stations where every single ad surface is Fossil Q. As the Art Director of Fossil Smartwatches, I was involved in all aspects of the launch.

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 also integrating traditional layouts showing clear product offerings.

Billboards & Print Ads

The campaign took form in global billboards, and on the back covers and interiors of in Esquire, Elle, Glamour, and several others.

Behind the Scenes

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