Out of all the tins I designed this one is my favorite. Here is a feature shot I art directed for the book Tinspiration: The Art and Inspiration behind the Fossil Tin, a great retrospective of Fossil’s iconic packaging.

Brought the camera along on a group outing to the fair and captured some great typography.

I’ve always been a fan of retro futuristic things; the Jetson’s, neon motel signs, and wind-up tin robots to name a few.

Before we had the big budgets I had to get a little scrappy so I used interns for models and paid for location usage with free watches.

I was a big fan of using distressed textures back then. I wanted the cover to look nice and worn in. I also had a lot of fun working in an infinity loop. If you look closely at the newspaper you’ll see how the cover is repeated again and again.

Main image across advertising, point of sale, and incase cards promoting Fossil Men’s Sport line for major department stores Macy’s, Dillard’s, and Foley’s (when they were still around). Only took 14 tries to get the perfect splash.

I explored combining elements from the fifties, sixties, and seventies into the layout for a strong retro vibe.