“Fossil’s latest collab drops in the nick of time.”
Time is yours to spend, and Nick Jonas certainly makes the most of it in an episodic campaign centered around perfect timing. Whether it be a missing bowling team member, a no-show mechanic, or a diner line cook who’s stuck in traffic, Nick humorously steps in to save the day in New Jersey-inspired locales—all to promote his limited-edition collection and bring a sense of nostalgia back to a brand who has been a pillar in the watch space for decades.
CD: Chetna Callahan & Randy Saunders
AD: Ariel Saura-Bretschger
THE SPOTS
THE CAMPAIGN
Newspapers flooded the streets of New York to announce the collab. A pop-up diner event in Soho attended by Nick himself marked launch day. Fossil store windows across the globe featured diners with playful menu items that tied back to Fossil product. Fun graphics and design elements across channels tied into the video locations and hinted at Nick’s top bowling score or go-to diner order. And a behind-the-scenes video on social gave a look into the making of the collection itself
(set to the tune of an interview conducted by me—photo below, or it didn’t happen).
THE SITE
A SAMPLING OF SOCIAL STORIES
