CHANGE THE SCALE OF TIME
The material’s age sits beside the time on the watch. Geological history gives each edition its source.
CAMPAIGN STRATEGY / CREATIVE DIRECTION / PRODUCT / EXPERIENCE
FIELDEXPEDITION.
A speculative watch campaign that makes deep time collectible through field science and museum archives.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
WHERE I STARTED
Time has a material history.
Fossil measures the day. A natural history museum can show time on a very different scale. That connection became the starting point for this independent study. I used geological materials and archive records to shape the collection, then kept asking whether each object helped someone understand where it came from.
THE CHOICE
“Before time was measured in seconds, it was recorded in rock.”
WORKING THROUGH IT
Make the evidence readable.
MAKE KNOWLEDGE THE LUXURY
An accession number should lead somewhere. Pair it with a source record and a field note that explains the material.
MAKE EVERY OBJECT PROVE THE IDEA
Carry the record onto the packaging. Journals and field equipment give visitors room to make observations of their own.
FUND THE NEXT DISCOVERY
A proposed give-back supports field expeditions and youth STEM programs, so the collection can help fund future discoveries.
PROPOSED FIRST EDITION
Put the field record beside one watch.
The expedition world can start at one museum-shop counter. I would pair the proposed watch with a source card and a short material demonstration. The visitor can understand the geological reference before entering a larger campaign.
- THE FIRST OFFER
- One proposed watch styling study in an existing shop display. A museum specialist reviews the geological context. A watchmaker assesses the proposed dial separately from the visual reference.
- HOW YOU TAKE PART
- The field poster leads to the counter. Examine the specimen image and the dial direction, then read what is known about the material. A field card links to the source and the edition brief.
- WHAT I WOULD DELIVER
- One accession-style label and packaging set, with the counter display and campaign layout. Product numbering records the edition. It does not imply that a finished watch has been made.
- BEFORE IT GROWS
- Can someone connect the dial to a specific source? Check the card’s clarity and material feasibility. Any research contribution must name its recipient and agreed amount before launch.
Where it could go next
The dig imagery and city activations keep their place below. They are later partner-led editions. The first counter encounter establishes whether the field record makes the watch more interesting.
THE IDENTITY
Time measured in millions of years.
Specimen tags guide the product layouts. Olive and brass recall field equipment, with pale bone backgrounds for the records. The watch remains the object you look at first.
×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
THE VISUAL LANGUAGE
FOLLOW THE FIELD RECORD.
Field imagery introduces the material’s source. Geological sections and worn instruments sit beside the product details, giving the watch a record to refer back to.
APPLICATION
BUILD A COLLECTION PEOPLE CAN INVESTIGATE.
The same source record can become a packaging insert or an archive page. Curator audio adds detail that a small tag cannot hold.
EXPERIENCE
TURN SHOPPING INTO DISCOVERY.
Let visitors handle a lens and examine a specimen. The display should give them something to investigate.
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.
THE WIDER DESIGN STUDY
The following designs explore later editions. Their rollout depends on the first encounter working and each partner agreeing its part.
SELF-INITIATED / SPECULATIVE CONCEPTNOT AFFILIATED WITH OR COMMISSIONED BY FOSSIL OR AMNH
THE STRATEGIC OPPORTUNITYFossil already owns
Fossil already owns
the language of time.
The watch measures an ordinary day. Geological records give its material a much longer history. Pair the object with a source someone can examine.
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
CAMPAIGN ARCHITECTUREOne idea.
One idea.
Four ways to prove it.
The product record explains the material. Field audio adds the discovery story, while a public demonstration lets visitors examine it more closely.
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 bring the collection to active digs. Photographers document the fieldwork.
PUBLIC DISCOVERY
Retail, transit, audio, and AR make exploring the collection feel like a dig.
PRODUCT + PACKAGING STRATEGYMerchandise becomes
Merchandise becomes
an accessioned artifact.
Put the material source and geological note beside the accession number. Glassine and specimen tags give the packaging a place for those records.
Unique numbers give each object its own documented record.
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.
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.
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
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.
WHY I THINK THIS WORKSThe partnership already has
The partnership already has
a reason to exist.
The watch’s material links the product to geological time. The proposed contribution would support museum work, with the recipient and funded activity named.
AMNH connects its collections to active research and a global field expedition program.
AMNH RESEARCH ↗The Museum provides a setting for launch events and retail storytelling, with discovery built into the visit.
AMNH EXHIBITIONS ↗The proposed 10% contribution can support Museum research, education, exhibitions, fieldwork, and youth science programs.
AMNH MISSION ↗WHERE THE CONCEPT STANDS
An object you can investigate.
The proposed collection connects a watch to a material record and a field story. Packaging follows the same archive structure. The museum program and give-back remain proposals, with the product designed to give people a reason to examine the source more closely.