Modern Vintage Valentine's Giveaway

The challenge

Fossil’s marketing team launched a Valentine’s Day sweepstakes built around a his-and-hers gift package, with daily prizes awarded over a two-week period. The campaign relied on a single piece of existing seasonal holiday branding, an illustrated Valentine’s poster used in-store, leaving digital channels to support the entire experience.

The challenge was to design and deliver an end-to-end digital system that explained the giveaway, captured entries, enabled referrals, confirmed participation, handled edge cases, and scaled internationally, while aligning with marketing, legal, and technical requirements and working from minimal initial assets.

The creative response

Designing the system, not just the screens

Starting with only the holiday poster artwork and standard product photography, I expanded the concept into a cohesive digital campaign. I mapped the complete customer journey from first touch to completion, defining every required page, email, registration flow, referral path, confirmation state, and post-campaign experience. This ensured no part of the user journey or business requirement was overlooked.

Creating clarity through structure and documentation

To align teams early, I developed a sitemap and wireframes for all pages and emails, which helped marketing, copywriting, and legal partners understand the full scope and identify required content and disclosures. This structure became a shared reference point that kept work moving efficiently across disciplines.

Extending the brand through art direction

With limited photography available, I explored ways to visually extend the campaign while staying true to the “modern vintage” concept. I created exploratory layouts and conducted test product photography to define a clear visual direction, considering how assets would need to flex across web pages, emails, and promotional placements such as ad banners. These explorations informed how I art directed the photo studio and digital imaging teams to produce assets that felt cohesive, elevated, and campaign-ready.

Supporting international execution and delivery

The campaign was localized for the German market, requiring close coordination with Fossil’s Germany-based team to ensure translated content maintained clarity, hierarchy, and visual balance. Years of prior collaboration helped establish a reliable translation and review workflow that minimized friction and rework.

Throughout development, I worked closely with the web development and QA/QC teams, providing clear scope, reviewing builds, and testing flows prior to launch to ensure a smooth and reliable experience.

The impact

• Delivered a complete end-to-end digital campaign supporting a multi-week international sweepstakes.

• Extended a single in-store promotional concept into a cohesive web, email, and advertising experience.

• Established documentation and workflows that aligned with marketing, legal, copywriting, development, QA, and international teams.

• Successfully localized the experience for the German market while maintaining brand consistency.