CLIENT: Misfit (Fossil Group)
ROLE: Co-Creative Director
DELIVERABLES: Brand anthem, social films, influencer content, stills, teaser edits, social assets
ROLE: Co-Creative Director
DELIVERABLES: Brand anthem, social films, influencer content, stills, teaser edits, social assets
SQUARE IS BORING
We weren’t just selling a smartwatch but challenging a category ruled by conformity. With bold visuals and unapologetic storytelling, we turned Misfit into a rallying cry for self-expression that sold out on day one.
We weren’t just selling a smartwatch but challenging a category ruled by conformity. With bold visuals and unapologetic storytelling, we turned Misfit into a rallying cry for self-expression that sold out on day one.
THE CHALLENGE
How do you go up against the Apple Watch and win hearts? Misfit needed to stand out in a saturated category, without mimicking the tech-first tone of its competitors.
THE IDEA: SQUARE IS BORING
We redefined what a smartwatch brand could look like—casting real, self-proclaimed Misfits and launching a campaign built on radical self-expression and unapologetic individuality.
How do you go up against the Apple Watch and win hearts? Misfit needed to stand out in a saturated category, without mimicking the tech-first tone of its competitors.
THE IDEA: SQUARE IS BORING
We redefined what a smartwatch brand could look like—casting real, self-proclaimed Misfits and launching a campaign built on radical self-expression and unapologetic individuality.
What We MadE
•Brand anthem film
•Docu-style social films (one per “Misfit”)
•Dozens of stills for paid and organic
•Short-form teaser edits
•Influencer content with aligned creators
•Docu-style social films (one per “Misfit”)
•Dozens of stills for paid and organic
•Short-form teaser edits
•Influencer content with aligned creators
RESULTS
•Sold out on launch day!!!!!!!!!
•3x social conversions with 1/3 the budget
•Outperformed search, display, and email during the holiday season—our content became the top traffic driver
•3x social conversions with 1/3 the budget
•Outperformed search, display, and email during the holiday season—our content became the top traffic driver
MY ROLE
I co-led the creative from start to finish—developing the concept, directing all on-set photography and video, and overseeing post-production for every asset, from stills to final edit.
I co-led the creative from start to finish—developing the concept, directing all on-set photography and video, and overseeing post-production for every asset, from stills to final edit.
Agency: Johnson & Sekin
CD/Art: Zack Ward
CD/Writer: Krista McCrimmon
Art Director: Brandon Mulkey
Art Director: Cooper Weinstein
Writer: Brazos Elkins
Designer: Jason Ortiz
ECD: Chris Sekin
ECD: Kent Johnson
Content Creator: Zach Smith
Social Strategist: Alex Pedrini
Content Specialist: Caroline Cook
Producer: Rachael Sekin
Director: Norry Niven
Production: Thousand Foot Squid
Post: Charlie Uniform Tango
Photography: Dennis Murphy
Music: EZRAKH
CD/Art: Zack Ward
CD/Writer: Krista McCrimmon
Art Director: Brandon Mulkey
Art Director: Cooper Weinstein
Writer: Brazos Elkins
Designer: Jason Ortiz
ECD: Chris Sekin
ECD: Kent Johnson
Content Creator: Zach Smith
Social Strategist: Alex Pedrini
Content Specialist: Caroline Cook
Producer: Rachael Sekin
Director: Norry Niven
Production: Thousand Foot Squid
Post: Charlie Uniform Tango
Photography: Dennis Murphy
Music: EZRAKH
