FOSSIL | #CurrentMood
To hype the re-release of Fossil’s 1996 Mood Watch, we hacked the #CurrentMood hashtag by creating our own memes using 90’s props, witty copy, and monochromatic art direction. The results spoke for themselves: #CurrentMood became FOSSIL’s most successful social campaign launch ever, selling out of the Mood Watch even before all of the assets had a chance to be posted.
Laundry Service, New York
Concept Development / Creative & Art Direction
How It Came To Life:
“When you see your ex. #CurrentMood”
“When someone says ‘Per my last email…’ #CurrentMood”
“When you’re feelin’ good and someone asks why you look so tired. #CurrentMood”
GAMIFIED IG STORIES
To further engage with our fans, we gamified our IG stories and created a pin-the-tail-on-the-donkey style game that progressively got faster.