CHANGE THE SCALE OF TIME
Take Fossil out of the daily schedule and into deep time. Millions of years give the brand a richer story to tell.
ALL WORKCONTACT ↗Independent Creative Exploration// DARK MATTER GRID / CASE STUDY P22
CAMPAIGN STRATEGY / CREATIVE DIRECTION / PRODUCT / EXPERIENCE
FIELDEXPEDITION.
A speculative collaboration that turns deep time, field science, and museum archives into a collectible watch campaign.READ THE STORY ↓
DISCIPLINECAMPAIGN STRATEGY / CREATIVE DIRECTION / PRODUCT / EXPERIENCE
ROLESELF-INITIATED CONCEPT + STRATEGY + ART DIRECTION
PROJECT TYPESPECULATIVE BRAND COLLABORATION
PATHDEEP TIME → MATERIAL → ARCHIVE → EXPEDITION → DISCOVERY
01
THE CHALLENGE
Start with the tension.
Museum collaborations often stop at licensed graphics on familiar products. Fossil and the American Museum of Natural History have more in common than that. Fossil makes time personal. AMNH shows us how vast and physical time really is. The challenge was to build a collection around that shared idea.
02 / THE ORGANIZING IDEA
“Before time was measured in seconds, it was recorded in rock.”
03
THE DESIGN LOGIC
How the system works.
MAKE KNOWLEDGE THE LUXURY
Accession numbers, field notes, provenance, and material stories create value without relying on decorative museum graphics.
MAKE EVERY OBJECT PROVE THE IDEA
The watches, bags, journals, packaging, and digital experience all carry a functional piece of the expedition story.
FUND THE NEXT DISCOVERY
A proposed give-back supports field expeditions and youth STEM programs, so the collection can help fund future discoveries.
04
THE IDENTITY
The idea becomes visible.
The visual system combines museum accession graphics, field equipment, and refined product photography. Bone, mineral black, expedition olive, oxidized brass, and signal red keep it scientific, useful, and premium.
×AMERICAN MUSEUMOF NATURAL HISTORY
Time measured in millions of years.
ARCHIVE GROTESKCAMPAIGN / OBJECT TITLES
FIELD SERIFMANIFESTO / HISTORY / PROVENANCE
ACCESSION MONOCATALOG DATA / COORDINATES
MINERAL BLACK#171713PRIMARY FIELD
ARCHIVE BONE#E8E0CFPAPER / GROUND
EXPEDITION OLIVE#48503AUTILITY / PRODUCT
OXIDIZED BRASS#A17A43HARDWARE / DETAIL
STRATA RED#B64B32SIGNAL / WAYFINDING
05
THE VISUAL LANGUAGE
FIELD SCIENCE, NOT THEME-PARK NOSTALGIA.
Expedition photography, geological cross-sections, worn instruments, specimen tags, and close product details ground the campaign in real fieldwork. Dinosaurs appear as evidence, not decoration.
06
APPLICATION
BUILD A COLLECTION PEOPLE CAN INVESTIGATE.
Print, social, packaging, field content, transit, retail, curator audio, and the digital archive all come from the same central idea.
07
EXPERIENCE
TURN SHOPPING INTO DISCOVERY.
The public experience invites people to excavate, compare, listen, and examine the materials instead of simply looking through a display case.
THE EXCAVATION TABLE
Sand, rock specimens, magnifying lenses, brass calipers, and AR let visitors uncover how each product was made.
NIGHT AT THE DIG
An after-hours museum launch uses brass flashlights and UV field lights beneath the dinosaur halls.
TALES FROM DEEP TIME
A four-part audio series gives paleontologists room to tell the real stories behind field discoveries.
THE DEEP TIME TOGGLE
A digital slider moves each material between its present-day product detail and its prehistoric origin.
SELF-INITIATED / SPECULATIVE CONCEPTNOT AFFILIATED WITH OR COMMISSIONED BY FOSSIL OR AMNH
09 / THE STRATEGIC OPPORTUNITYFossil already owns
Fossil already owns
the language of time.
Fossil usually measures the day. This collaboration measures eras. AMNH brings field history, scientific authority, and public curiosity. Fossil turns that knowledge into objects people can carry.
Craft, leather, watches, accessible collecting.
Science, discovery, archives, public wonder.
A field collection that makes deep time feel immediate.
HERO CAMPAIGN / FIELD TENTTIME MEASURED
TIME MEASURED
IN MILLIONS OF YEARS.
FOSSIL × AMNH / THE FIELD EXPEDITION COLLECTION
10 / CAMPAIGN ARCHITECTUREOne idea.
One idea.
Four ways to prove it.
Each part of the collection has a job. Product, archive, field content, and public experience all make the same idea tangible.
DEEP TIME AUTOMATIC
A mineral and petrified-wood dial gives the hero watch a direct connection to geological material.
ACCESSION SYSTEM
Every object is numbered, tagged, documented, and designed to be kept like a museum specimen.
FIELD-TESTED CONTENT
Scientists, photographers, and the collection travel together into active dig sites.
PUBLIC DISCOVERY
Retail, transit, audio, and AR make exploring the collection feel like a dig.
11 / PRODUCT + PACKAGING STRATEGYMerchandise becomes
Merchandise becomes
an accessioned artifact.
Archive numbers, specimen tags, glassine, geological notes, and material provenance replace conventional luxury packaging.
Unique numbering makes every object feel documented rather than merely decorated.
Geological materials deliver real texture without commercializing scientifically important bone.
Collection cards explain source, period, care, and the science behind each dial.
ULTRA-LIMITED / PROPOSED EDITION OF 100THE GRAIL
THE GRAIL
WITHOUT THE BONE.
A fossil-agate mineral dial carries the story without turning scientifically important bone into a luxury material.
12 / CULTURAL ACTIVATIONMake the commute
Make the commute
a descent through time.
At the museum subway stop, the walls become a geological cross-section. The deeper commuters go, the farther back in time they travel.
13 / DIGITAL EXPERIENCEDon’t shop the collection.
Don’t shop the collection.
Enter the archive.
The store works like a research archive. Each product connects to its material, provenance, field location, and audio story.
66MA
ACCESSION AMNH-EXP-1902-0041DEEP TIME
AUTOMATIC
14 / PROJECTED CULTURAL VALUEA product drop
A product drop
with a field mission.
A proposed contribution supporting field expeditions and youth STEM access.
A proposed curator-led series connecting products to real discovery work.
A numbered mineral-dial collector release designed to create earned attention.
15 / WHY I THINK THIS WORKSThe partnership already has
The partnership already has
a reason to exist.
Fossil marks the day. AMNH studies time at a scale no watch can hold. That contrast drives the product story, and the proposed give-back gives every sale a purpose beyond the drop.
AMNH connects its collections to active research and a global field expedition program.
AMNH RESEARCH ↗The Museum already offers a rich public stage for launch events, retail storytelling, and discovery.
AMNH EXHIBITIONS ↗The proposed 10% contribution can support Museum research, education, exhibitions, fieldwork, and youth science programs.
AMNH MISSION ↗08
THE RESULT
A system with gravity.
The Field Expedition Collection starts with one clear idea and carries it through product, packaging, advertising, retail, digital, and content. The result is a campaign that feels collectible, useful, and grounded in real science. This is a self-initiated speculative concept. It is not affiliated with, endorsed by, or commissioned by Fossil or the American Museum of Natural History.