Fossil - Holiday Campaign
Reintroduce authenticity to a new generation
Originally developed in the late ’90s, Fossil’s Defender Collection represented one of the brand’s strongest and most memorable men’s product lines. Rooted in the pioneering days of aviation, the collection was built around a spirit of exploration and resilience—brought to life through five themed sub-collections: Spitfire, Spinnaker, Streamliner, Avion, and Starboard. Each carried its own distinctive story, unified under the Defender insignia and the rallying motto “Never Give Up.”
As the men’s category evolved, Fossil needed to reintroduce the Defender legacy to a new generation—capturing the authenticity and adventure of the original while aligning with modern style sensibilities and modular product trends. The goal was to replace the existing Watchbar program with a fresh, flexible platform that encouraged personalization and everyday versatility.
Jason Biggs is an actor best known for his role as Jim Levenstein in the American Pie series. This curious kin of Fossil is a silent champion of all things simple, stylish and cool. He has broken the mold and has kept us laughing ever since. Gone on to star as a husband on famed Netflix hit, Orange Is The New Black, he is real life husband to Jenny Mollen. Jason continues to turn the awkwardly funny dial wherever he goes, especially at the holiday kids’ table.
Fossil achieved record sales numbers for e-commerce channels for holiday 2014 and 1Q 2015 with e-commerce sales up 23% Y/Y.
Define Strategy and Focus
Define your campaign goal: What was the primary goal for this season - awareness, conversion, retention, or new product launch? One goal = one clear message.
Define our audience: We segmented by behavior, not just demographics (e.g., loyalists, deal seekers, first-timers).
Align with the business moment: Time campaigns around key retail periods—holidays, product drops, or seasonal needs.
Create a Cohesive,
Omni-Channel Experience
Help design a seamless, omni-channel campaign connecting in-store displays, packaging, digital content, and social media.
Developed a comprehensive timeline and schedule to ensure all touchpoints launched in sync.
Documented all communications materials, aligning execution with campaign goals and stakeholder expectations.
Ensured messaging consistency and visual cohesion across all platforms to maximize engagement.
Drove integrated storytelling that highlighted product versatility and encouraged consumer interaction.
Create a Cohesive,
Omni-Channel Experience
Jason Biggs is an actor best known for his role as Jim Levenstein in the American Pie series. This curious kin of Fossil is a silent champion of all things simple, stylish and cool. He has broken the mold and has kept us laughing ever since. Gone on to star as a husband on famed Netflix hit, Orange Is The New Black, he is real life husband to Jenny Mollen. Jason continues to turn the awkwardly funny dial wherever he goes, especially at the holiday kids’ table.
Customer and Product experience
Concept and POC the online user experience for Defender product customization.
Factor in social media integration to support campaign messaging and drive engagement.
Collaborated closely with Creative Team, product designers, retail stores, and photography teams to ensure cohesive cross-channel representation.
Partnered with Product Owners to understand product lines, opportunities, limitations, product and pricing details.
Print and In-store:
Customers became creators—mixing, matching, and designing their own Fossil watches with just a few taps. Every combination told a personal story of style.
Online and Digital:
Empower the creator spirit: Fans could design and share their own Defender watch configurations—building their own story of resilience and style. Influencers joined in, crafting their own combinations and sharing how the Defender spirit shows up in their lives.
Fuel connection: Exclusive drops, early access, and collector rewards invited loyal fans deeper into the Defender community.
Show real stories: Featuring real people & influencers—builders, doers, explorers—brought authenticity to the campaign and reflected the “those who goes first” ethos.
Keep the momentum alive: The campaign evolved beyond launch, transforming from a movement of engagement, community and creativity.
