Fossil partners with Mekanism for global rebrand campaign
Spot directed by Bradley and Pablo through PRETTYBIRD.
Fossil is taking a bold step forward and unveiling a global rebrand, in partnership with creative agency Mekanism.
As her first big swing as CMO, recently appointed Lisa Pillette is taking the brand in a new direction to re-introduce Fossil to the world. This brand overhaul, from product to target consumers, repositions the heritage brand towards a new audience.
Fossil’s refresh kicks off with the creative campaign Made For This, launching a refined design vision as a lifestyle watch and accessories brand. Made For This marks Fossil’s largest campaign since 2019.
The lead spot showcases the moments that become unexpected memories and illustrates how Fossil’s stylish watches & accessories keep up with the candid snapshots of life. To bring Mekanism’s first work in the fashion space to fruition, the teams partnered with Bradley and Pablo through PRETTYBIRD.
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The director duo’s high concept storytelling and strong visual aesthetic (Harry Styles’ Watermelon Sugar), came together with a three day on-location shoot in Budapest, Hungary and more than 25+ unique set-ups across video and stills, shot by Tim Barber (Supervision).
Pillette hired Mekanism to conceive the global campaign strategy, consumer-facing platform and launch media. The resulting campaign, launched on September 5, will run through the end of the year in the US across CTV, social, programmatic, partnerships and a significant OOH presence in New York, Chicago, Houston, Dallas, and Atlanta. A group-effort between multiple agency partners and Fossil leadership.