Made For This

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 & 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 Bell and Pablo Jones-Soler (Prettybird Productions). The director duo’s high concept storytelling and strong visual aesthetic (Harry Styles’ Watermelon Sugar), came together with a 3 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 Sept 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, the final reveal includes:

Media partnerships with HighSnobiety, Tiktok, Amazon & YouTube
Global campaign launch events during New York and Paris fashion weeks
Content series featuring partners in fashion, music and travel —across social channels
Robust influencer partnership expansion reaching 1,000+ influencers
Additional media running globally