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 promotion. Beyond an illustrated in-store poster, the campaign had no supporting digital experience.

The challenge was to design and deliver an end-to-end digital campaign that explained the promotion, captured entries, enabled referrals, confirmed participation, handled edge cases, and scaled internationally while aligning marketing, legal, and technical requirements.

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 complete digital campaign. I mapped the customer journey from first touch through completion, defining every page, email, registration flow, referral path, confirmation state, and post-campaign experience to ensure nothing was overlooked.

Creating alignment through structure

To align teams early, I developed a sitemap and wireframes for every page and email, giving marketing, copywriting, legal, and development teams a shared framework for planning content, disclosures, and implementation. The documentation became a common reference point that kept work moving efficiently across disciplines.

Extending the brand visually

With limited photography available, I explored ways to expand the "modern vintage" campaign into a cohesive digital experience. I created exploratory layouts, directed test photography, and developed a visual system that guided the photo studio and digital imaging teams in producing assets that worked consistently across web, email, and advertising.

Delivering across international markets

The campaign was localized for Germany, requiring close collaboration with Fossil's regional team to maintain hierarchy, messaging, and visual consistency. Throughout development, I partnered with web development and QA to review builds, test user flows, and deliver a reliable experience across markets.

The impact

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

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

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

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