The context

My team won a highly acclaimed Graphite Pencil against 3,000 entries at the D&AD New Blood Awards 2021, a global advertising and design awards programme.

 

The brief: Help 18-24 year olds make time with Fossil. 

 

The idea should (1) interrogate what they want to make time for, (2) provide a platform for Fossil to be the enablers of this, and (3) make waves in the press and get people talking.

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Our solution 

The crazy pace of life and question of "what's next" leaves 18 to 24-year olds with so much to do and achieve. And when life is going a million miles and hour, it's easy for them to lose sight of themselves and their dreams for the future. 

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By transforming Fossil's iconic watch tins into Time Capsules and empowering Gen Zs throughout the next 5 years with an exclusive Five Year Club, Fossil will get this generation to dig deep – to remember who they are, and what they're made of. 

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My role

I led my team in research and strategy development, wrote a compelling video script and designed mock-ups for our winning Fossil & MSL entry.